I think one issue that BattleMaster might have with keeping new players/etc. is the way it looks visually.
I know this is mostly a text-based game, but the web design in many ways looks ancient and unappealing. For players who give the game a chance, I think it stops becoming a problem. For new players though, BattleMaster doesn't look nearly as fun as it really is.
A sleeker, designed look to the home page and the principle menus could help.
I can't think of the number of times I tried to show a like-minded friend the game and their first thought was 'clunky wall of text--pass'.
I don't think BM is that at all, but it looks like it to people who don't know better.