I have done several things to promote our new game. Here are a few of my suggestions:
(1) Digg - This one is tricky, because to get it more noticed, you need more friends to DIGG it. Or, you can pay someone to DIGG it for you (which is pretty expensive for hits).
(1b) Reddit - Similar to Digg.
(1c) StumbleUpon - Ditto.
(2) Register the site - There are ways to register your website via search engines like Google and Yahoo.
(3) Facebook - I created a Facebook group related to the game. I occasionally release news and promotions to the group. Also, I've created Facebook flair with a link to the game.
(3b) MySpace - Similar to Facebook, and you can send out announcements to all your friends.
(4) News and Blogs - There are tons of great RPG/Web-Game related news sites out there. Many of them will do reviews of games. I send them a personal email with a bit of an incentive to review the game.
(5) Project Wonderful - This is similar to Google's AdSense, but I find it MUCH better. People will bid to place ads on your site. Many of those bidding will want to check out your site before they bid, especially if they have to pay for it.
(6) Spamming friends - Let friends and family know about your site. Many of them will check it out to see what all the hubbub is. The more people that know, the more traffic. More traffic looks good in the eyes of bidders on places like Project Wonderful.
(7) Offline - You might want to contact comic/video-game/hobby-game stores about your BBG. This is especially good for RPGs. Know your audience, and hit 'em when their offline. You can find lists of these kinds of retailers, like through the Game Publishers Association (GPA).
(8 ) Conventions - Even if you don't run a booth for your game, you still might be able to place an ad in the program.
Uh... That's all I can think of off the top of my head.
