The application should ship a desktop file in XDG_DATA_DIRS/{applications} as
the xdg spec requires. I assume you didn't change your path to set /opt in it,
and so, the .destkop file isn't recognized.
You will notice that it's the same in gnome menus, you have to add it manually
there.
There is
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https://bugs.launchpad.net/bugs/685129
Title:
Adding "Non Official" application to unity do not work
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