Despite significant advancement in technology and tools, building ontologies, annotating data, and aligning multiple ontologies remain tasks that highly depend on human intelligence, both as a source of domain expertise and for making conceptual choices. This means that people need to contribute time, and sometimes other resources, to this endeavor. As a novel solution, we have proposed to masquerade core tasks of weaving the Semantic Web behind on-line, multi-player game scenarios, in order to create proper incentives for humans to contribute. Doing so, we adopt the findings from the already famous “games with a purpose” by von Ahn, who has shown that presenting a useful task, which requires human intelligence, in the form of an on-line game can motivate a large amount of people to work heavily on this task, and this for free.