When to release a game

[CycloneKick]

Hello! I'm putting the finishing touches on my second iOS game, but after my experience releasing my first game last year, I'm wondering what the best way to release the game is.

Specifically, I set a date for my first game to be made available on the app store a few days after Apple approved it--but this caused it to be buried under a bunch of games that were approved after my game but made available before or at the same time as it. Since only one relatively unknown site gave it any coverage, my game only saw a few downloads.

This had me wondering for a while now if I should just set my new game to be available as soon as Apple approves it. Of course I'm going to try harder than ever to get the game coverage, but if that doesn't work, what do you think would be the best way to release it?