Have you tried with PlayFire? I think gaming social networks are the best for you to promote your site and see what others on your business area are doing.

Get yourself a facebook business fan page - they are free and you can get all your friends to become fans, then add the fab widget to your website and you instantly have a community.

If your website has RSS you can import updates - if it doesn't - set up a blog on blogspot (blogger) to go with the games site and import that RSS to facebook as what you need is fresh content - you could do reviews of each game on your site. - Blogger is conntected to google connect which gets people = more eyes on your site also mybloglog.com is good to integrate and quickly get fans. Those three sites - facebook,mybloglog & blogger are a good start - then you can twitter all your updates too - remembering to answer all feedback from people.