Indie superstars Butterscotch Shenanigans made sure they were prepared to launch their latest opus, "Towelfight 2: The Monocle of Destiny." Here's how they did it. Download links: iOS: https://itunes.apple.com/us/app/towelfight-2-monocle-destiny/id599207248?ls=1&mt=8 Android: https://play.google.com/store/apps/details?id=com.bscotch.towelfight2

1. Launch-ready: Learning from the
Warped Minds at
Featuring Towelfight 2: The Monocle of Destiny for iOS
and Android devices

2. Start with a Bang
• One of the first creations of any indie studio is its
website
• Making sure the website makes an impact is crucial.
It can’t be standard, boring, or look like a WordPress
template
• Hire a concept artist. He or she can make box
art/banners that “pop,” which you’ll need early on
• Invest some time and effort into the company blog,
and update it often (twice a week at the very least)

3. Wallpaper art created for TowelFight 2: The Monocle
of Destiny by Eric Hibbeler

4. Connect with Your Player Base
• Essentials: Facebook, Twitter, and Google+
• Game-changer: email newsletter
• Why you should invest some time in a newsletter:
– You will grow your player base
– You can use it to make announcements i.e. launch
date, specials sales, information on updates and
patches
– Your studio will remain top of mind [versus being
forgotten after a couple of days]
• The same TLC given to the game must be evident on
all social media profiles and newsletter… Or else.

5. Newsletter

6. Treat Your Assets Right
• An OK trailer is not enough. It has to be AWESOME like
TowelFight 2’s trailer
• 10-12 screenshots minimum. Make sure they’re high-res,
truthful, and illustrate the entire game. Host them on a
trustworthy service like Flickr or IMGUR
• Trailer tips:
– 45-60 seconds tops
– Mention all the features/platforms/launch date
– Use music sourced from the game itself -- stay away from canned tracks
– Make sure to include clickable links to the App Store/Google Play
– Get external help if you’re having trouble making the trailer. Having a
bad trailer is actually worse than having no trailer at all

7. TowelFight 2 screenshots. Notice how the resolution varies
depending on the device (iPod touch vs. iPhone 5, for example)

8. In Closing
• Advertising and PR will help you go the distance, but
high-quality art assets and other media are key if you
want to start on solid footing
• Time spent on superior screenshots and videos can lead
to better coverage
• Get to know your player base before launch via social
media and forums like TouchArcade
• Nurture your player base with a newsletter and
constantly-updated company blog
• You are your game. Show the world what you’re made of
and they will reward you with buzz, downloads and – if
you’re lucky – sales

9. About Butterscotch Shenanigans
Butterscotch Shenanigans is a two-man indie studio based
in St. Louis and powered by brothers Seth and Sam Coster.
The studio was forged in the hellish fires of game jams,
bestowing upon the brothers a game development secret
sauce -- a blend of grit and rapid iteration, with a garnish of
mouth-punchingly-tasty personality meat chunks.
To learn more about Butterscotch Shenanigans,
visit http://www.butterscotch-shenanigans.com/

10. About Novy PR
Founded in 2011, Novy PR helps indie and mobile
developers get their share of the spotlight. Co-founders Luis
Levy and Jeannie Novak understand games inside out:
Jeannie is the renowned author and editor behind the
Game Development Essentials series; Luis' experience as a
game tester for Activision and Treyarch, sales and
advertising make him uniquely qualified to promote your
game(s) and studio worldwide. To learn more about Novy
PR, visit http://www.novypr.com
Email luis@novypr.com or call (424) 229-2178 for a battle
plan!