What market are you specifically targetting?
You refer to it too generically, if you generally want to get your game out, just push it out on as many HTML5 game sites out there, get a presskit done and send it out for reviewers, then just pray for some press coverage!
Putting your game up on the arcade doesn't take away any of your rights. It's still your game completely!
You cannot earn money from a game unless you have bought a license.
Standard Licenses cover that up to $5000 revenue, which then you will need to upgrade to a business license.