Google provides a variety of \'cards\' for Google Now (http://www.google.com/landing/now/). Is it possible to create your own cards? The system looks pretty modular, but I haven
Actually Google announced last week that developers can now develop custom Google Now cards:
http://www.google.com/landing/now/integrations.html
However, a developer guide seems not available yet.
Edit: On the end of the page they point out that:
We'll let you know when we are able to onboard more partners