In order to fully understand Disco, a newcomer must complete SP campaign for sure (which is not that sexy-looking for an ordinary casual).
Actually, the most difficult thing for us is to put this special spirit inside newcomers, spirit of curiosity, of exploring, of being able to live in this universe and feel it's romantics.
Conclusion: I think that problem is in game itself, it's not casual at all, it's quite extraordinary. You can't lure people just just by advertising Disco. True player must be interested in local lore, this will make him stay and be valuable for community.