From a general observation, it seems BOT has a large number (many hundreds?) of users that have never played the Derby. I'd have to figure a percentage of them would be up for giving it a shot, so is it a question of visibility/awareness? Discussing box office and predicting it goes hand-in-hand for many; I think we could expand the pool of players to a solid number if we can get the word out here on BOT. Not sure what would be too intrusive - a banner at the top of the home page, a pop-up for any user signing in, etc. I know the Derby started off very promising and, unless countless dozens became immediately discouraged, there has to be a reason for the steady decline.
How did BOM maintain consistent participation? If memory serves, they always had 100-200 players during non-peak months and 400-500 during the summer/holidays (or when a major event film was opening).