Unreal did that back in 1998. They register the unreal:// protocol in windows so any hyperlinks that contain an address such as unreal://127.0.0.1 will launch the game and connect to that ip. The good thing about this is that it can also be used by third party websites such as promoting your clans server and it is completely browser independent. I don't know if it could be abused to "rickroll-launch" the game but i haven't heard of any such incidents.