Hrudey is exactly right. Even if we develop a API kind of interface for the app developers to use, we still need to code it.
@Jozef Ka: All valid points. The live game viewer is a vital, yet very complicated part of the project. It could be developed on top of the pbp base, but key features would have to be done from scratch. The question remains if an outsourced company would be able to do that (with our help) on a limited budget.
We already tried embedding BB in a social network called Netlog. The problem is with the complexity of the game. Most social network users expect a small, simple game to fill a short amount of time, with instant results. We all know BB is not such a game. The attempt basically failed. I was thinking about giving users the ability to register and login via Facebook, but I fear it would end up the same. Also, there are some concerns about cheating and other things with that kind of system.