In-app events land on the iOS App Store

Apple on Wednesday launched in-app events, a new App Store feature that allows developers to create and promote special events like game tournaments, live sports, movie premieres and more.

The first batch of in-app events are now live on the App Store, with Apple touting the new feature in a Today feed post and email correspondence to customers.New cards that appear in the App Store iOS 15 and iPadOS 15 advertise in-app events, allowing users to navigate directly to ongoing events if the host app is installed. Alternatively, an option to download a supporting app is provided through the card interface. Users can also set calendar reminders to participate in future events via an embedded alarm button.

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