What are you waiting for?
I don't see any real practical benefit for (ab?)using JNLP as some kind of cross-platform installer.
I mean, maybe it could work for some rare cases but I see the following problems that would make me not want to use it:
* JNLP is not guaranteed to start JWS at all (it would depend on java being installed, and the .jnlp extension tied to JWS)
* If the application needs a specific version of java, you'd need to download it anyway.
Besides, as I see it, JNLP was not meant for installing software (iirc, even the JNLP specs say something as much). It just seems the wrong tool for the job to me.
If I were to distribute a java game on CD, I'd create an installer for the game + a private JRE I tested with. It's not difficult to do, but makes life a lot easier for your users than having them explained that they need to start the .jnlp file somehow.