In App Events

In-App Events Generator

Generate complete In-App Event metadata ready for App Store Connect upload, including event cards, descriptions, deep link configuration, and promotional image specifications.

When This Skill Activates

Use this skill when the user:

• Asks to "create in-app events" or "add App Store events"
• Mentions "event cards" or "App Store event metadata"
• Wants to create seasonal campaigns or challenges on the App Store
• Asks about "event badges" or "event promotion"
• Mentions driving engagement through App Store events

How In-App Events Work

In-App Events appear on:

• Your product page (up to 5 events visible)
• Search results (when relevant to search term)
• Editorial features and collections
• Personalized recommendations

Events are visible to ALL users — including people who haven't downloaded your app. This makes them a powerful discovery and re-engagement tool. Users who opt in also get an App Store notification when the event starts.

Rules & Limits (per Apple)

| Rule | Value |

|------|-------|

| Event duration | 15 minutes to 31 days |

| Publish ahead of start | Up to 14 days early — the card shows the start time |

| Concurrent limits | 10 approved / 5 published simultaneously across storefronts — ASC blocks submission beyond either |

| Per-country schedules | Custom start/end per country, within ±48 hours of the default schedule |

| Review time | ~24 hours typical |

| Past-event URL | Stays live for 30 days after the event ends |

| Card media | One image, or a looping video ≤30 seconds |

| Submission conflict | Marketing role can't submit an event while an app version is in submission |

| Analytics | Event analytics appear only after ≥5 downloads from the event |

Configuration Questions

Ask user via AskUserQuestion:

• Event type
• Challenge (skill-based competition or goal)
• Competition (leaderboard or ranked event)
• Live Event (real-time participation)
• Special Event (limited-time content or feature)
• Major Update (significant new version)
• New Season (seasonal content refresh)
• Premiere (first-time content debut)

• Event purpose
• Drive new downloads (acquisition)
• Re-engage lapsed users (re-engagement)
• Increase active user engagement (retention)
• Promote new content/feature (awareness)

• Number of events to create
• Single event
• Event series (3-5 related events)
• Seasonal calendar (12-month plan)

Generation Process

Step 1: Gather Event Details

For each event, collect:

• Event concept and theme
• Start and end dates
• Target audience (new users, existing users, lapsed users)
• Related app feature or content

Step 2: Generate Metadata

For each event, produce:

• Event Reference Name (64 characters max, internal, not shown to users)
• Event Badge (one of the 7 badge types)
• Event Name (30 characters max, shown on event card)
• Short Description (50 characters max, shown on event card)
• Long Description (120 characters max, shown on event detail page)
• Event Media Specs (image/video requirements)
• Deep Link (where users land when they tap the event)

Step 3: Generate Image Specs

Provide exact image specifications for event cards:

• Event Card Image: 1080 x 1920 pixels (portrait) or 1920 x 1080 (landscape)
• Format: PNG or JPEG
• Safe zones: Keep critical content within center 80%
• No text or logos in card art (per Apple) — the card already renders your event name and app name over it; preview the image for cropping across placements

Step 4: Produce Output Document

Write a markdown document with all metadata ready for copy/paste into App Store Connect.

Event Badge Reference

| Badge | Use For | Examples |

|-------|---------|---------|

| Challenge | Goal-based activities users can complete | "30-Day Fitness Challenge", "Photography Week" |

| Competition | Ranked or scored events against other users | "Weekly Leaderboard", "Speed Run Contest" |

| Live Event | Real-time events at a specific time | "Live Q&A with Creator", "Launch Party" |

| Special Event | Limited-time features, offers, or content | "Holiday Collection", "Anniversary Sale" |

| Major Update | Significant new app version | "Version 3.0 — Complete Redesign" |

| New Season | Seasonal content refreshes | "Winter Season", "Chapter 3" |

| Premiere | First-time content or feature debut | "Introducing Dark Mode", "New Game Mode" |

The badge-fit rule (per Apple): if none of the badges fits what you're promoting, it shouldn't be an event. Two badges Apple polices closely — Live Event must introduce new features, content, or goods (not just "we're streaming"), and Major Update must exceed UI tweaks and bug fixes.

Announced Badge Types

> Status: announced (WWDC26) — verify availability in App Store Connect before executing.

| Badge | Use For | Examples |

|-------|---------|---------|

| Now On Sale | Limited-time price drops on the app or IAPs | "Pro Unlock 50% Off — This Week" |

| Try Before You Buy | Free-trial or demo-access promotions | "7-Day Free Trial Event" |

Metadata Best Practices

Event Name (30 chars)

• DO: Name the event like a title, in Title Case ("Summer Photo Week", "Championship Finals")
• DO: Include time urgency ("This Week Only", "24-Hour Event")
• DON'T: Use generic names ("Special Event", "Update")
• DON'T: Style the name as a call to action ("Watch the Live Stream") or use ALL CAPS — App Review flags both (per Apple's Tech Talk)
• DON'T: Repeat the badge type in the name — the badge already says it
• DON'T: Include app name (it's already shown)

Short Description (50 chars)

• DO: Explain the core value or action
• DO: Create urgency or excitement
• DON'T: Repeat the event name
• DON'T: Use marketing fluff

Long Description (120 chars)

• DO: Provide specific details about what users will experience
• DO: Include clear call to action
• DON'T: List features — describe the experience

App Review Rules (Guidelines 2.3.13 + 2.3.8)

• Metadata must be suitable for a 4+ audience in every region the event runs
• No unverifiable claims ("best", "#1") and no specific prices — prices vary by region
• Don't repeat the badge type in the name or description
• Declare accurately whether the event requires an IAP or subscription — it's shown on the card, and an inaccurate declaration stalls review

Purpose & Priority

• Purpose (Attract New Users / Keep Active Users Informed / Bring Back Lapsed Users) feeds the App Store's on-device personalized recommendations — pick honestly; it determines who sees the card
• High priority only reorders YOUR events relative to each other — it has no effect on search rank against other apps

Deep Link (required)

• Prefer a universal link over a custom URL scheme; no shorteners or redirects — review rejects them
• Route by state: event live → straight to the event; before start → an anticipation screen; new user → onboarding first, then the event
• Test by pasting the link into Notes and tapping it

Output Format

Single Event Template

# In-App Event: [Event Concept]

## App Store Connect Metadata

| Field | Value |
|-------|-------|
| Reference Name | [internal-name-kebab-case] |
| Badge | [Badge Type] |
| Event Name | [30 chars max] |
| Short Description | [50 chars max] |
| Long Description | [120 chars max] |
| Start Date | [YYYY-MM-DD HH:MM timezone] |
| End Date | [YYYY-MM-DD HH:MM timezone] |
| Event Purpose | [Attract New Users / Keep Active Users Informed / Bring Back Lapsed Users] |
| Event Priority | [Normal / High] |
| Deep Link | [yourapp://event/event-id] |

## Event Card Image

| Spec | Value |
|------|-------|
| Size | 1080 x 1920 px (portrait) |
| Format | PNG, no transparency |
| Safe Zone | Center 80% for critical content |
| Background | [Color/gradient suggestion] |
| Content | [Visual description] |
| Text/Logos | None — event name renders over the art; preview for cropping |

## Deep Link Configuration

- URL Scheme: `yourapp://event/[event-id]`
- Universal Link: `https://yourapp.com/event/[event-id]`
- Fallback: App Store product page

## Localization Notes

- [Language]: [Localized event name and descriptions]

Event Series Template

# Event Series: [Series Name]

## Series Overview
[Brief description of the series theme and cadence]

## Events

### Event 1: [Name]
[Same fields as single event template]

### Event 2: [Name]
[Same fields as single event template]

### Event 3: [Name]
[Same fields as single event template]

## Series Strategy
- **Cadence**: [Weekly / Biweekly / Monthly]
- **Escalation**: [How events build on each other]
- **Retention hook**: [What brings users back for the next event]

Annual Calendar Template

# Annual Event Calendar: [App Name]

| Month | Event | Badge | Duration | Goal |
|-------|-------|-------|----------|------|
| Jan | [Event name] | [Badge] | [X days] | [Goal] |
| Feb | [Event name] | [Badge] | [X days] | [Goal] |
| ... | ... | ... | ... | ... |

## Seasonal Themes
- **Q1 (Jan-Mar)**: [Theme — e.g., New Year motivation]
- **Q2 (Apr-Jun)**: [Theme — e.g., Spring refresh, WWDC tie-in]
- **Q3 (Jul-Sep)**: [Theme — e.g., Summer activities, back to school]
- **Q4 (Oct-Dec)**: [Theme — e.g., Halloween, holiday season]

References

• Related: app-store/marketing-strategy — Strategic event planning by app type
• Related: generators/custom-product-pages — Pair events with targeted product pages
• Related: app-store/app-description-writer — Event description writing style
• Apple: App Store Connect Help > In-App Events