Off the top of my head - somehow creating new rules, especially socially-dependent or open-ended ones, on demand might work.
I asked a similar question a few months ago and got some interesting answers:
https://news.ycombinator.com/item?id=24441073
Otherwise, I really liked this chess variant, although it seems near impossible to actually play:
https://en.wikipedia.org/wiki/Alice_Chess
Alice chess is a chess variant invented in 1953 by V. R. Parton which employs two chessboards rather than one,[a] and a slight (but significant) alteration to the standard rules of chess. The game is named after the main character "Alice" in Lewis Carroll's work Through the Looking-Glass, where transport through the mirror into an alternate world is portrayed on the chessboards by the after-move transfer of chess pieces between boards A and B.