"To launch the game" means to start or begin playing the game. It refers to the action of opening the game program or application and getting ready to play or participate in it. Full definition
This title, unlike the other sports launch games for the system, really is able to sell itself via its graphics. (metacritic.com)
There has already been a huge list of launch games revealed for the 3DS, despite the fact that we do not yet know when it will come out. (snackbar-games.com)
Right now we're completely focused on launching the game on PS4 / PS4 Pro, and making sure the game is as good as possible on these platforms. (blog.us.playstation.com)