I've got games on one account with around a hundred or so plays on a regular basis and I don't do much with it tbh....
But I'll give one general observation:
Think about it from the view of someone who doesn't know anything about anything you do. How can you reach a stranger on the internet? How can you advertise to them that makes them interested in taking some time?
Now putting myself in these shoes. Itch in of itself is pretty bad to advertise on. So you can try social media. But you also need a following on there too. You have to be consistent and regular with creating and designing what it is that you do. An active presence generates clicks generates interest generates plays. It also helps if it has additional production behind it. The majority of popular games have had at least a small handful of people creating it.
It also helps to make games accessible. My own game I'm working on isn't intended to be played in the browser, but I also know that most people would sooner click a browser game since it's easier to just load up and start than they would download a game and try to launch it that way.
Also, as unfortunate as it is, an unfinished game is not going to be as popular as a finished one. A fully fleshed out demo with good advertisement and work put into it will reach far more people.
Taking from this account and the one game I'm working on when it comes to unfinished games:
My own game isn't nearly as complex, and I'm estimating 8 months before I finish my *demo* for it. That is, the entire first zone fully fleshed out and in a state that I consider finished and playable. I'm not even thinking about advertising this to many other people until it reaches this state. The only people I show it off to are those that I'm offering could aid me in it's development.
My mind after the full demo?
That goes to paying other artists/musicians for a license to use their content for my game and serve as placeholders and seeing if it builds any kind of following before even thinking about trying to make any money off it. Not even promising anyone that helps my game "This will make it big." But "Here's $100 to help me make some assets."



