Distribute and grow

Launch your app on the Meta Horizon Store

Updated: May 12, 2026

Launching an app on the Meta Horizon Store is a sequence of coordinated steps that starts months before your release date and continues well after. This page walks you through each phase in chronological order, linking to the detailed guides where you can dig into each topic. Use it as your launch checklist.

Timeline	Phase	Key action
T-360	Announce your app	Create a Coming Soon page and start building community
T-180	Marketing planning	Formalize your go-to-market strategy and begin PR groundwork
T-90	Pre-order	Convert to a Pre-Order listing and begin active outreach
T-60	Finalize assets	Lock down creative assets and A/B test your store page
T-30	Social media ramp	Increase posting frequency and set up your ad campaign
T-14	Approved release	Secure a Meta-approved full release with a scheduled date
Launch	Go live	Activate ads, publish a developer post, and push across channels
Post-launch	Grow and sustain	Monitor analytics, run promotions, and engage your community

T-360 days: Announce your app

Your launch timeline begins the moment you create a public Store listing. You can create a Coming Soon page up to 360 days before your intended release date (per Meta Horizon App Policies section 6.2.1). This gives you a real Store URL to point all your early marketing toward, and lets interested players add your app to their wishlist.

Use this phase to start building community. Share development progress on social channels, collect wishlist sign-ups, and validate demand before you commit to a fixed launch date. If you plan to release a playable version while development continues, consider applying the Early Access label during your submission.

Pre-launch listings and sales -- set up your Coming Soon or Pre-Order page

Early Access -- release a work-in-progress build and set player expectations

Release channels -- distribute beta builds to testers through Alpha, Beta, and RC channels

T-180 days: Build your marketing plan

About six months before launch, begin formalizing your go-to-market strategy. Define your target audience, identify your unique selling points, and decide which channels you will invest in. A structured plan keeps you from scrambling in the final weeks, when your attention should be on polish and bug fixes.

Start your PR groundwork now as well. Develop your messaging framework, draft a press release, and identify media outlets and content creators who cover VR. Relationships with press and influencers take time, so reach out early rather than cold-pitching the week before launch.

Develop your marketing plan -- framework, worksheets, and case studies

Public relations for VR -- messaging frameworks, press release templates, and pitch guides

Influencer marketing -- how to find and work with content creators

T-90 days: Convert to pre-order and begin outreach

Three months out, convert your Coming Soon page to a Pre-Order listing. Pre-orders let players commit to purchasing your app before release, and the revenue arrives before launch day, which can help fund your final development push. You can also include a free add-on as an incentive to boost conversions.

This is also when your PR and influencer outreach should move from relationship-building to active pitching. Send review codes to trusted creators, pitch exclusive reveals to press outlets, and coordinate any preview events.

Pre-launch listings and sales -- convert Coming Soon to Pre-Order, set pricing, and add incentives

Influencer marketing -- outreach and review code distribution

VR playtesting guide -- run playtests to refine your app before committing to a release date

T-60 days: Finalize marketing assets

Two months before launch, lock down your creative assets. Prepare your cover art, screenshots, video trailer, and store descriptions in final quality. Then use A/B testing on your product detail page to find the combination that drives the highest conversion rate. Small changes to key art color or layout have produced significant lifts in click-through rate for other developers.

Make sure your assets meet the asset guidelines and factor in time for review. You do not want to be scrambling for a new screenshot the week you submit for app review.

Marketing assets -- what to prepare and format requirements

Create a creative A/B test -- test variations of your PDP assets to optimize conversions

Submitting your app -- review asset upload tools, including the AI expand feature

One month before launch, increase your posting frequency and shift your social content from development updates to hype-building. Share gameplay clips, behind-the-scenes content, and countdown posts. Tailor your content format and length to each platform -- what works on YouTube does not always translate to TikTok or Instagram.

In parallel, set up your Meta Ads account through the Developer Dashboard and plan your launch ad campaign. If you are new to Meta advertising, explore Meta Blueprint for quick lessons before you go live.

Social media marketing -- platform strategies, editorial calendar template, and measurement framework

Meta Ads overview -- set up your ad account and link it to your app

Launching your first ad campaign -- choose objectives, configure targeting, and create your first ad set

T-14 days: Secure your approved release

You must have a Meta-approved full release with a scheduled release date at least 14 days before your intended launch. Submit your app for review with enough lead time for the review cycle and any changes Meta may request. During review, you will not be able to update your build or metadata, so make sure everything is final before you hit submit.

If you are not launch-ready by the 14-day mark, submit a new pre-order with a later release date. If you still lack an approved release at 2 days before your intended launch date, pre-order fulfillment will be paused until you provide a new date.

Submitting your app -- step-by-step submission walkthrough

After submission -- track review status, understand what happens during review

Pre-launch listings and sales -- update your pre-order date if you need more time

Launch day: Go live

When your approved release reaches its scheduled date, your app goes live on the Meta Horizon Store. Activate your ad campaign, publish a developer post announcing the launch, and push the news across all your social channels. Coordinate with any influencers or press who agreed to publish reviews or coverage on launch day.

Publish a developer post on your product detail page to greet new players, highlight launch content, and set expectations for what comes next. A well-timed post creates a positive first impression for anyone browsing your store page.

Developer posts -- create and schedule announcements on your product detail page

Launching your first ad campaign -- activate and monitor your launch ads

Social media marketing -- launch-day posting strategy

Post-launch: Grow and sustain

Launch day is not the finish line. Monitor your analytics dashboard once your app reaches 100 users to understand how players find, purchase, and engage with your app. Use funnel analytics to identify where players drop off, and retention metrics to see if they keep coming back.

Run sales and promotions to re-engage lapsed players and attract new ones during seasonal events. Use promo codes for marketing campaigns to track which channels drive actual purchases. Continue publishing developer posts to keep your community informed about updates, new content, and upcoming events.

App analytics introduction -- access and interpret your performance metrics

Platform sales and promo codes -- run discounts and enroll in Meta-initiated sale events

Developer posts -- keep your community engaged with ongoing updates

Monetization overview -- explore add-ons, subscriptions, bundles, and other revenue tools

Key policy deadlines

Keep these deadlines in mind as you plan your launch:

Deadline	What happens
Up to 360 days before launch	You can create a Coming Soon page
Up to 90 days before launch	You can create a Pre-Order page
14 days before launch	You must have a Meta-approved full release with a scheduled release date
2 days before launch	If you lack an approved release, pre-order fulfillment is paused