Google Play LiveOps & iOS 15 In-App Events

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With the launch of iOS 15, Apple added a brand new characteristic on the App Retailer referred to as in-app occasions. And again in Could 2022, Google introduced a sequence of main updates and new product options for Android builders and publishers. Amongst these new options, they launched LiveOps, a brand new performance – similar to iOS 15 in-app occasions – that permits builders to advertise in-app actions and content material instantly on the Play Store.


Table of Content

As an ASO pioneer, Weconstantly offers its customers with the perfect, most recent insights, which is why we’re the primary ASO software to offer knowledge on iOS 15 in-app occasions and Google Play LiveOps! Learn this weblog to know every thing about these new options the ASO neighborhood can’t cease speaking about.

What are in-app occasions?

In-app occasions are a brand new solution to promote occasions inside apps and video games on iOS 15. This characteristic permits app builders to showcase particular occasions, comparable to competitions, challenges, reside occasions, film premieres, and so forth, to attain new customers, have interaction present customers, or reconnect with lapsed customers.

When the in-app occasion has been arrange in your console, it is going to be displayed in your app product web page however may also be proven within the App Retailer editorial sections (At the moment, Apps, and Video games tabs), within the steered occasions, and in search outcomes.

At anybody time, as much as 5 occasions might be printed per utility and these can span over 31 days. App occasions might be configured to have totally different begin, finish, and publish dates based mostly on the nation, and metadata (title, subtitle, description, and so on) in numerous languages. In consequence, you may outline a transparent technique relying on the sorts of customers you wish to goal!

Why are in-app occasions so impactful on your app?

In-app occasions will let you enhance your app visibility and enhance consumer engagement! With this characteristic, it is possible for you to to:

  • Goal the suitable viewers on your in-app occasions: Since you may arrange your in-app occasions in line with your goal nation and language, you don’t must launch occasions in areas the place they don’t apply (as an illustration, film premieres will extremely depend upon the nation you reside in).
  • Enhance your visibility throughout the shop: Apple tries to showcase occasions taking place proper now on the shop; consequently, your occasion might be proven by default on the house web page and drive much more site visitors to your app!
  • Enhance your search visibility: In-app occasion metadata is listed by the App Retailer algorithm. Subsequently, including in-app occasions offers you a chance to rank on additional key phrases. That is one other good cause to work on in-app occasion description to get your app in entrance of potential customers.
  • Enhance your consumer engagement: It’s all the time good to run new occasions so customers preserve participating together with your app and see it continually evolving. Some occasions require particular subscriptions, so this will even set off customers to improve!

What are LiveOps on Google Play?

Google means that you can decide amongst 5 various kinds of LiveOps (occasions, main updates, gives, crossovers, or pre-registration bulletins) to extend engagement together with your customers. Nonetheless, you need to know your goal market nicely sufficient to strategically resolve which sort of occasion you’ll launch and the frequency of those launches.

Not like iOS 15 in-app occasions, there isn’t a most restrict to the variety of LiveOps an app can run without delay on Google Play.

Why are LiveOps so impactful on your app?

Like in-app occasions, LiveOps have the potential to drive quite a lot of site visitors to an app and enhance its conversion charges. The next advantages of in-app occasions are additionally relevant to LiveOps:

  • Goal the suitable viewers on your LiveOps (based mostly on nation/area, or consumer eligibility).
  • Enhance your visibility throughout the shop: LiveOps playing cards can seem throughout the Play Retailer, together with on the Apps or Video games tab, the Occasions tab below the Video games tab, and on an app’s retailer itemizing web page.
  • Enhance your search visibility: Like in-app occasions, LiveOps also can seem in search outcomes on Google Play. Nonetheless, we don’t but know whether or not the key phrases on LiveOps playing cards might be listed by the shop.
  • Enhance your consumer engagement: arguably the most important advantage of LiveOps on Google Play! Actually, Google acknowledged that apps that had run LiveOps through the closed beta registered a median of 5% extra lively customers and 4% larger income than apps that had not.

View in-app occasions & LiveOps in our ASO Report

Whenever you go to our ASO Report, we now inform you if we detect an in-app occasion or LiveOps card for any app and its opponents:

You may then discover extra particulars in the event you soar to the devoted part beneath. This manner, you may shortly examine which sort of occasions you and your opponents are presently working, in addition to all of the specificities of an occasion (dates, necessities, and an in depth view of the outline).


Within the examples above, we took 3 totally different apps which can be working in-app occasions on the App Retailer on the identical time. From what we are able to observe:

  • CSR2 will likely be working an in-app occasion for 2 weeks.
  • 8 Ball Pool will likely be working an in-app occasion for 3 weeks.
  • Homescapes determined to launch an occasion that will likely be displayed on the shop for 1 month.

Each Homescapes and eight Ball Pool are working a New Season sort of occasion, whereas CSR2 is selling a Reside Occasion (which may clarify its shorter time interval). From viewing this data, 8 Ball Pool may get impressed by Homescapes and, in case they don’t have one other occasion deliberate after this one, doubtlessly prolong this one to remain seen!

One other competitor determined to launch two occasions on the identical time, which might be attention-grabbing to diversify your communication and permit extra customers to have interaction with one sort of occasion or the opposite! It may additionally imply provide help to enhance your probabilities to look throughout the App Retailer.

Knowledgeable Tip

Whenever you launch a number of in-app occasions, you additionally must specify the occasion precedence. Occasions are put in chronological order; nonetheless, by specifying that an occasion is a precedence, it should seem first.

In-app occasions and the Lunar New Yr

Annually, main seasonal occasions are sometimes the main focus of app advertising and marketing groups making an attempt to align their messaging with the occasion whereas additionally selling their services or products. For instance, in america, many apps and video games launched new in-app occasions to honor the Lunar New Yr:

Within the instance above, we see that these apps determined to go along with a New Season occasion to maximise their visibility throughout this era and attain new customers or have interaction with present customers. An in-app occasion doesn’t essentially have to be linked to your final updates; it could actually additionally relate to different main occasions so customers perceive your app stays updated with present occasions.

LiveOps and Satisfaction month

Throughout Satisfaction month in June, many apps often have a good time the LGBTQ+ neighborhood by altering their metadata (largely the app icon and/or description). LiveOps have just lately grow to be one other method for app corporations to specific their help whereas highlighting core options or new objects of their apps.

Trying on the relationship class in numerous nations throughout Satisfaction 2022, we observed some distinct behaviors (country-specific and worldwide) concerning LiveOps.

Beneath, we evaluate Bumble’s LiveOps technique within the US, France, and Brazil. As we are able to see, the LiveOps card visuals are virtually equivalent (Bumble merely translated the textual content) and every card ran for a similar period of time. In consequence, we perceive that Bumble isn’t notably adapting its LiveOps technique relying on the nation.

Then again, TikTok’s LiveOps technique for Satisfaction month (beneath) confirmed many country-specific diversifications.

In america, TikTok ran one LiveOps card proper at the start of the month to showcase LGBTQ+ content material creators for a 5-day occasion. TikTok additionally ran LiveOps in France, on the finish of the month. Whereas the French LiveOps card maintains a robust Satisfaction solidarity message, TikTok selected to symbolize this with a totally different visible, working the occasion for two extra days than within the US.

Contrastingly, TikTok determined to not explicitly point out any Satisfaction-related phrases on its LiveOps in Brazil. As a substitute, the app celebrates the Brazilian singer Anitta with a LiveOps card working for one month. Whereas the LiveOps card doesn’t point out Satisfaction, Anitta publicly identifies as a part of the LGBTQ+ neighborhood, maybe suggesting that TikTok intentionally adjusts its LiveOps communications to cater to cultural variations between every nation.

Get the total image by analyzing the Timeline

To investigate the frequency and length of your (and your opponents’) iOS 15 in-app occasions or LiveOps, you may check out our Timeline part:

In-app occasions (App Retailer)

That will help you spy in your opponents’ App Retailer visibility methods, It provides a purple line to point when an in-app occasion card ran (don’t neglect that as much as 5 in-app occasions might be printed on the identical time so some can overlap). By clicking on the road, you will notice the particulars of the in-app occasion within the part beneath the Timeline.

Within the instance above, we see variations between how these three leisure apps publish their in-app occasions, by way of frequency and length. Disney+ continually publishes and promotes in-app occasions, whereas Prime Video prefers to publish a brand new occasion after a 3-day break from the earlier one. Lastly, we see that Netflix has not but promoted an in-app occasion on the App Retailer.

LiveOps (Google Play)

Visualizing LiveOps in our ASO Timeline is a bit more complicated than in-app occasions, as there’s no higher restrict to the variety of LiveOps an app can run without delay on Google Play.

If an app is working fewer than 5 LiveOps on the identical time, we’ll show LiveOps with purple traces (every line representing a LiveOps card), as we do for in-app occasions. Nonetheless, to enhance the readability of this characteristic, we implement a warmth map system if we detect greater than 5 LiveOps. As proven beneath, this may be visualized via shading: the darker the purple shade, the extra LiveOps the app is working.

Find out how to choose the suitable sort of in-app occasion

Every in-app occasion might be created for a selected objective. Here’s a checklist of all of the badges you may decide, together with their definition offered by Apple:

  • Problem: Actions encouraging the consumer to realize a purpose earlier than the occasion ends (e.g., a health problem in a exercise app or beating a sure variety of ranges in a sport).
  • Competitors: Actions by which customers compete towards each other for the very best rating or to win rewards (e.g., a match the place gamers battle to win probably the most matches).
  • Reside Occasion: Actions that happen in real-time that every one customers can expertise concurrently (e.g., a sports activities match or live-streamed live performance). These occasions ought to present customers with new content material, options, or items.
  • Main Replace: Introducing vital new options, content material, or experiences (e.g., the launch of recent sport modes or ranges). These occasions transcend minor enhancements like UI changes or bug fixes.
  • New Season: Introducing new content material, storylines, or media libraries to construct on established content material (e.g., a major sporting occasion, a battle move or themed content material in a sport, or a particular episode of a tv present).
  • Premiere: Introducing new content material or media for the primary time (e.g., a film debut or newly launched audio). These occasions ought to deal with the introduction of this distinctive content material, moderately than selling common consciousness about your app’s content material or service.
  • Particular Occasion: Restricted-time occasions that aren’t captured by one other occasion badge, presumably spanning a number of actions or experiences (e.g., an occasion that includes a collaboration). These occasions ought to present customers with new content material, options, or items.

Find out how to choose the suitable sort of LiveOps card

  • Gives: Reductions or $0 objects that your customers may be all in favour of, together with giveaways for becoming a member of an occasion, reductions, value-adds, and bundles. Gives might be time-limited as much as 28 days, or run indefinitely if focusing on particular sorts of customers.
  • Occasions: Non-offer time-limited occasions taking place in your app or sport, comparable to tournaments, challenges, participant vs. setting occasions, participant vs. participant occasions, or co-operative/alliance occasions.
  • Main replace: Vital updates with massive new gameplay options or a big new content material drop.
  • Pre-registration bulletins: Updates for pre-registered customers informing them of recent content material, prompt app demos, milestone rewards progress, or world launch bulletins.
  • Cross-over: A cross-over between video games or IP collaboration occasion.

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