Another approach - currently more fashionable - is to look at public sources of data, say photos on Flickr, and plug them into a game engine and hope the novelty factor alone will bring the link-hungry web twits clicking.

Ok, to be honest, this produces mostly crap as "eBay Invaders" sounds pretty uncompelling. After a few rolls of the dice it becomes clear that "quiz" is producing the most workable results.
IMDB QUIZ - which movie quote is from which films? Could be a great little rounds based game in the style of Famousr.
RSS QUIZ - Allow the user to take two headline feed from any website, and then have to guess which headline is from which website. E.g. Is this the Daily Mail or the BNP? Sounds good to us, as customisable games are always a win for a bit of extra traffic.
WIKIPEDIA QUIZ - which image is from which page?
FLICKR INVADERS - pick any tag on flickr, say 'robmanuel' and shoot the poo out of it.
We just had a brain-wave, what happens if instead of using available data sources, we plug a game into a Wiki and allow the users to create their own levels?
Suddenly we've got movie quizzes where the quotes are genuinely from peoples favourite movies, and best of all, a maze game where players can create their own mazes.
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