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What Rathik said is true, you do need to offer something that the others don't. Take a look at how TMC does submitions and searching, then improve upon it. I think they have the most "options" for mud admin to fill in so players can search for something specific. Look on TMS/TMC forums and you can find quite a few "feature request" threads, take some of those ideas that the bigger sites didn't.
You've got to make yourself stand out a bit more, saying "no ads" and "no for-profit games" isn't enough to draw players to it, as quite often they can filter those out(to a point) on these sites.
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