Why Apps Should Leverage App Store Events and Themed App Icons for the Halloween Season

There are great creative opportunities that deliver stand-out on the app store this Halloween, such as themed app icons and screenshots, and app events.  To clarify, by ‘events’ we mean timely, themed promotions that appear as In-App Events (App Store) or Live Ops (Play Store); here we’ll just call them ‘app events’.

Let’s dive into what you can expect to achieve Halloween (and indeed all), seasonal opportunities.

Frightfully 🧛‍♂️ Good Results!

Increased Visibility:

App events are a proven way to drive millions of additional impressions, drive app engagement. They’re also spookily effective at raising dormant users from the dead too; so don’t think of them solely as a UA tactic.

User Retention:

Increased engagement with current and lapsed users delivers long-term retention benefits; to keep them, simply keep them interested. Halloween is just another opportunity to do that.

Increased Downloads:

It’s a fact that relevance drives appeal.  Users who are searching for an app will be drawn to that which resonates with the ‘now’.  So simply updating your app icon (and screenshots, if you have the resources), with a Halloween theme can drive instals.

Increased Revenue:

Creating Halloween themed in-app purchases is a must for leveraging the billion dollar moment on the app stores - in 2023, US consumers alone spent an average of $100 on Halloween; 65% did their shopping digitally.

Cast a FOMO spell with your app events🧙‍♀️

Events on the app stores are a fantastic way to add urgency to app engagement.  Limited-time, or limited availability offers create FOMO - people will engage because they’ll be scared of missing out on the one-time discount, offer or upgrade.

Bring lapsed users back from the dead

App events give lapsed and occasional users a hot reason to return to your app. Use the audience data you’ve gathered to create events/offers that you know will appeal to these cohorts

Pro tip: Make sure to feature your iOS App Store event on the In-App Events section. It increases your app’s visibility to potential all users who are looking for something fun this Halloween.

Blow the cobwebs off your app icon!

Your app icon is the face of your app, and just as you wouldn’t show up to a Halloween party without a killer mask, your app shouldn’t show up to Halloween without one either.

Tailoring your app icon to reflect the Halloween spirit will grab attention ‘in the moment’ of someone searching on their app store.  Remember to keep any temporary changes ‘on brand’; users still need to be able to recognise your app instantly.

Pro tip: If you’re lucky enough to experience high impression rates, use the opportunity to test two or three different themed icons across the Halloween period, to see which one drives the best engagement.

What about a spooky screenshot disguise?

If you have the time and the creative resource, dress-up your screenshots in a Halloween costume too.  This will create a seamless experience for users who have tapped your event or noticed your spooky icon; this consistency can significantly boost download rates and engagement.

A bewitching experience

Halloween only comes once a year, so don’t let this season slip by without leveraging its potential for app growth. Ideally, you’ll have the time and resources to do all three Halloween tactics (if you need help, ask our creative team); turning your storefront into a haunted house could be a powerful opportunity to create bewitching user experiences that resonate with the spirit of Halloween, while driving real business results.