App Store in-app events: limits, badges and media sizes
An in-app event is a timely event inside your app, such as a challenge, a live event or a major update, that gets its own card on the App Store. Apple shows event cards on your product page, in search results and in editorial and personalized picks on the Today, Games and Apps tabs, and people can search for events directly. The limits: <strong>event name 30 characters, short description 50, long description 120</strong>; an event can run up to <strong>31 days</strong> and be promoted up to <strong>14 days</strong> before it starts; an app can have <strong>10 published and 15 approved</strong> events at a time. Events are submitted for review separately from app versions.
In-app event limits at a glance
From developer.apple.com/app-store/in-app-events and App Store Connect Help, read 28 September 2026.
| Item | Limit or rule |
|---|---|
| Event name | up to 30 characters, title case |
| Short description | up to 50 characters, shown on the event card |
| Long description | up to 120 characters, shown on the event details page |
| Event length | up to 31 days |
| Promotion before start | up to 14 days |
| Events per app | 10 published, 15 approved in App Store Connect |
| Event card image or video | 16:9, from 1920×1080 to 3840×2160 px; video at 30 or 60 fps |
| Details page image or video | 9:16, from 1080×1920 to 2160×3840 px; video at 30 or 60 fps |
| Review | submitted separately from app versions |
| Devices | iOS 15 and iPadOS 15 and later |
Where in-app events appear on the App Store
Published events show on your App Store and Apple Games product page. In search results, people who already have the app see the event card, while people who do not may see your screenshots instead; searching for the event itself brings up the card together with your app. Events can also be chosen for editorial selections and personalized recommendations on the Today, Games and Apps tabs. From a card, people can download the app, open it straight to the event if they already have it, or turn on an App Store notification for when the event starts. That makes an event one of the few ways to put something new in front of both searchers and existing users without shipping an app update.
Which badge to choose
Apple offers seven badges, shown above the event title. Challenge: users work toward a goal before the event ends. Competition: users compete against each other for a ranking or rewards. Live Event: a real-time activity everyone experiences at the same time. Major Update: significant new features, content or experiences. New Season: new content, storylines or media building on what already exists. Premiere: content or media introduced for the first time. Special Event: a limited-time event no other badge covers. Pick the one that describes what happens inside the app, not what you hope the card will do.
Writing the name and descriptions
With 30 characters for the name, 50 for the short description and 120 for the long one, every word has to describe the event itself. Apple asks that the metadata portray the event accurately and stay specific to the event experience rather than describing the app in general or advertising its services. The long description is the place for what someone gets, such as rewards, and whether an In-App Purchase or subscription is needed. You can make events available in chosen regions and localize them with local dates and times; if you already localize your listing, see how to localize an App Store listing.
Media, deep links and purpose
The event card takes a 16:9 image (.jpg or .png) or video (.mov, .m4v or .mp4) between 1920×1080 and 3840×2160 pixels; the details page takes a 9:16 asset between 1080×1920 and 2160×3840, with video at 30 or 60 frames per second. The deep link should be a universal link, or a custom URL, that opens the event content in the app; Apple asks you to avoid URL shorteners and redirects. You also set a purpose, which tells Apple who the event is for: appropriate for all users, attract new users, keep active users informed, or bring back lapsed users. For other store-page assets, see App Store screenshot sizes, app preview video specs and custom product pages.
Where Censuus fits
An event brings people back to the App Store page; Censuus is a place outside the stores where new people find apps. We rank apps by the real visit traffic they draw, and adding your app is free on the submit page. Sponsorship raises placement and adds a followed link to your website; details are on the sponsor page. For the full picture, start with how to market an app. We do not promise downloads or store rankings.
Frequently asked questions
How long can an App Store in-app event run?
Up to 31 days. You can promote it on the App Store for up to 14 days before it starts.
What are the character limits for in-app events?
Event name up to 30 characters, short description up to 50 characters, long description up to 120 characters.
How many in-app events can an app have?
Up to 10 published events and up to 15 approved events in App Store Connect at a time.
Do in-app events need an app update?
No. Events are submitted for review independently of app versions, though the deep link has to open existing event content in the app.
Guides for app developers
- How to market an app: a stage-by-stage plan
- Free app promotion sites, checked for dofollow
- App store optimization checklist: what Apple and Google actually say
- App launch checklist: iOS and Android, step by step
- How to find beta testers for your app
- How to get more app reviews without breaking the store rules
- How to get your app featured on the App Store and Google Play
- App Store and Google Play screenshot sizes: what you must upload
- How to promote an app on Google Play with Play Console’s own tools
- How to promote an iOS app with App Store Connect’s own tools
- App Store keywords: how to fill the 100-character field
- How to market a fitness app: what Apple and Google let you claim
- How to market a kids app: the store rules that shape it
- How to market a finance app: the store rules to know first
- How to market a dating app: the store rules that shape it
- How to market a subscription app: what the stores require of your offer
- How to market a mobile game: the store rules that shape it
- Apple Ads MCP: connect an AI assistant to your campaigns
- How to promote an app on TikTok with creators
- How to promote an app on YouTube with creators
- How to market a VPN app: the store rules to know first
- How to market an AI app: the store rules that shape it
- How to localize your App Store and Google Play listing
- Android vitals and Google Play visibility: the thresholds that hide apps
- App Store and Google Play age ratings: what drives them
- App Store privacy labels and Google Play Data safety: what to declare
- Common App Store rejection reasons and how to avoid them
- How to get the first users for your app
- App preview video specs: App Store sizes, length and rules, and the Google Play video
- App Store custom product pages, and the Google Play version
- App icon size for the App Store and Google Play
- App Store phased release and Google Play staged rollouts
- App Store subtitle and promotional text: limits and how to use them
- Google Play feature graphic: size, placement and rules
- TestFlight public link: set it up, limit it, and fix it when it does not work
- App Store promo codes and offer codes: how they work and their limits
- App Store A/B testing: product page optimization and Google Play experiments
- App Store Connect analytics: what each metric means
- Google Play store listing reports: clicks, CTR and the 2026 changes
- Google Play target API level requirements for 2026
Put your app in the ranking
Censuus ranks apps by the real visit traffic they draw, no bots. Listing is free; sponsorship raises placement.