What I'd do is contact some indie games that are already a popular sub culture game that everyone knows about by word of mouth, one game that comes to mind is pocket tanks.. 5 years ago this game did what i consider to be amazing, it was just so fun the everybody told everybody else about it... My whole school pretty much got into it, yet it had almost no advertising, if you could find a couple of games like this and contact the creators, let them on for free, and then start searching for people like us I think that it would be a great start.