Why In-App Events Might Be The Apple App Store's Next Big Push
A closer look at the signals inside the iOS 26 Games App BETA and what they mean for non-gaming brands
What we’re seeing in the iOS 26 Games App BETA isn’t just a design tweak.
It’s a shift in what Apple is choosing to spotlight.
If you’re in mobile marketing, especially outside of gaming, it’s a shift worth paying attention to.
The moment that caught my attention
Julie Tonna from NEO Ads recently posted about changes spotted in the new Games App, currently in BETA as part of iOS 26. In this beta experience, In-App Events weren’t tucked into the background. They were front and center.
That made me curious.
So I headed to Apple’s own developer site and noticed something that confirmed the signal:
In-App Events were the only existing marketing element visually highlighted on the "Introducing the Games App" page.
That kind of singular focus stood out. It wasn’t one option among many. It was the one Apple chose to feature.
Then I went a step further.
I looked up one of the games featured in Julie’s post, Travel Town. In the current live App Store (not beta), I noticed something else: the standard screenshots were now displayed using the same modular framing that IAEs use.
Everything was simplified. Unified. Copy, creative, ratings and reviews were packaged into a single visual block.
It looked exactly like the IAE layout.
Why that matters
When Apple makes UI shifts, they’re rarely random. The App Store is a carefully tuned product. Every placement decision reflects how Apple wants users to discover apps-and what they want brands to lean into.
We’ve already seen signs:
App tabs now show 3 or 4 IAE carousels, up from 2
In the iOS 26 BETA, the new Games App is structured entirely around IAEs
Apple’s own developer documentation is pointing attention to them
IAEs aren’t new. But they are getting new visibility.
And Apple seems to be consolidating the visual language of IAEs into other surfaces like Search. That kind of unification usually precedes a push.
My hypothesis
This is Apple laying the groundwork.
Right now, most IAE adoption sits within gaming, sports, entertainment, and music. But if Apple makes these placements more prominent across the store—outside of just the Games App—the brands already using IAEs will benefit.
And those that aren’t? They’ll be playing catch-up.
I believe we’ll hear more during the September hardware event. But the signals are already here. This is the kind of early visual cue Apple often drops before rolling out broader visibility shifts.
Why non-gaming brands should take this seriously
In-App Events are underutilized in most non-gaming verticals. But they offer a unique value:
They create recurring engagement opportunities
They support time-bound campaigns (without changing your main page)
They give marketers control over storytelling within the store
With placements increasing and formats aligning, IAEs could quietly become one of the most valuable—and visible—assets for app marketing teams.
And yet, they’re still seen by many as a bonus or an afterthought.
That mindset needs to change.
My advice
Start treating IAEs as a core component of your App Store strategy.
Not something you slot in later. Not something you only use for launches. Not just for gaming.
If Apple is going to push visibility here, non-gaming brands need to be ready.
This is your early signal.
Get ahead of it now.
I'm also going to be posting more about In-App Events soon - what they are, how they work, and where they fit in a broader App Store strategy.
If you're trying to figure out how to use IAEs effectively, stay tuned.