Sep 24, 2021

How to Schedule Your App Lab Launch Date

Oculus VR

With so many new VR apps competing for attention, it’s increasingly important to create a marketing strategy for your app release. As you think about how you can establish, grow, and engage your audience throughout every milestone of your product—during development, at launch, and consistently after launch—it may be beneficial to choose a particular date for your App Lab release so you can plan promotional activities accordingly.

If you’d like to launch at a specific date and time, you can indicate that during the App Lab submission process by following these simple steps:

How to Schedule Your App Lab Release Date

Upload Your App Build. After you’ve uploaded your app build and provided all info and assets, you can review a summary of all your app information on the Submit Your App page.

Select Scheduled Release under Release Type on the Submit Your App page. This section determines when your app becomes downloadable after it’s approved. The release options are:

Release on Approval: Your app will be released as soon as it is approved by the App Review Team. Users will be able to purchase/download right away.

Scheduled Release: Your app URL will go live as soon as your submission is approved by the App Review Team, and users will be able to add it to their wishlist. After your app is approved, you can set a release date from your dashboard for when users will be able to purchase/download. See additional instructions here.

Submit your app and track your review progress. After your app has been approved, if you selected Release on Approval, you’ll see the status as Released. For Scheduled Releases, you’ll see the status as Approved.

Schedule your App Lab launch date. If you are approved and you selected “Scheduled Release” when submitting your app, you can schedule the launch date here. You will not be able to set your release date until after your app is approved.

It’s important to note that Scheduled Releases can’t be used to keep an application private until the specified launch time. The app URL will be live after your submission is approved by the app review team, and users will be able to add the app to their wishlist during the time between approval and launch.

Once your date is scheduled, you can coordinate marketing efforts for your app launch. For ideas on how you can market your app before, during, and after launch, please see VR App Marketing Best Practices, Tips, and Examples and VR App Marketing - Channel Marketing Overview.

For more information on how to submit and schedule your App Lab app, please see our documentation.

App lab

Marketing

Did you find this page helpful?

Explore more

Nov 5, 2025Meta Horizon Start Developer Competition 2025: More Ways to Build. More Ways to Win.

Enter the Meta Horizon Start Developer Competition 2025 to take home your part of the $1.5 million prize pool. Learn new skills, experiment with the latest capabilities, and showcase your work to a global audience.

All, Design, Games, Marketing, Unity, Unreal

Read article

Oct 29, 2025Know Your Players: Understanding Your Audience with 2025 Quest Gamer Segments

Explore new insights about key audience segments, behaviors, and motivations that can help you plan effective content and marketing strategies for your VR games.

All, Apps, Games, Marketing, Quest

Read article