A key question facing all studios is: how to maximize a title's exposure spending "X" marketing dollars? As a small, independent studio, DrinkBox Studios faced the challenge of promoting our first unknown IP, Tales from Space: About a Blob, to the world. This included trying to promote the game with media outlets, distributors and, most importantly, gamers. Needless to say, this was not the success we had hoped for in regards to sales and brand awareness. The second time around, releasing Mutant Blobs Attack, we were dealing with a launch day title and decided to partner up with a PR company. The results were notably positive, but brought on a new, unexpected challenge: negotiating the relationship with a PR company. Lastly came Guacamelee!, a new PR company, and a new strategy. Let us provide our experiences, ROI analysis, notable failures, and triumphs in promoting unheard-of IPs to the world.