In-App Events
Time-limited events — a tournament, a premiere, a seasonal challenge — that get their own card on your product page and can surface in App Store search and editorial.
In-App Events are timed happenings inside your app that Apple surfaces as discoverable cards: on your product page, in search results, and in Today / Games / Apps tab editorial. Each has an event card with its own image, a name and short description, a start and end date, and a badge indicating whether it is for new users, current users, or lapsed ones.
You can run up to ten events at a time, with five published simultaneously. They are reviewed like an app submission, so plan for review time before a launch date rather than after.
The reason to care is that an event is a second surface in search results — a second chance to be seen for a query where your app already ranks, occupying more of the screen. That is a real distribution gain and it is free.
The reason most apps do not run them is that they demand something to actually happen in the product on a schedule. Games and content apps have this naturally. A utility usually has to invent it, and an invented event with a generic card is worse than none: it takes review time and returns nothing.