Seriously Playful Business: Game-Based Learning at Work

Authors

DOI:

https://doi.org/10.17083/bbjfaa40

Keywords:

gamification, game-based learning, serious play, professional training, employees

Abstract

Play and the pursuit of entertainment are inherently human behaviors. Such behaviors extend to the work environment. This study explores how game-based learning influences learning engagement in professional settings, with a focus on digital marketing education. The goal is to evaluate the effectiveness of serious games in enhancing learner engagement, strategic thinking, and teamwork. The study focuses specifically on The Ecommerce Game, a serious game that helps players learn aboutdigital marketing concepts, develop teamwork skills, improve strategic decision making,and acquirea long-term focus. Grounded in Keller’s ARCS model of motivation (attention, relevance, confidence, and satisfaction), the study uses fuzzy-set qualitative comparative analysis (fsQCA) to assess how the ARCS elements contribute to motivation during learning. The study highlights the importance of instructor presence and player–instructor interaction in fostering engagement. The findings suggest that serious games offer an effectiveand scalable tool for training and skills development in digital marketing and similar professional domains.

Author Biographies

  • Mauro Calza-Perez, ESIC Business & Marketing School, Spain

    Mauro Calza is a Digital Marketing Trainer with a remarkable achievement, having been nominated for the Best University Lecturer in Spain for the year 2023. Mauro is currently pursuing his doctorate in educational innovation, focusing on game-based learning methodologies. Mauro is also a lecturer at ESIC Business & Marketing School, where he imparts his expertise to students.

     

    In addition to his academic pursuits, Mauro is an accomplished professional in the digital marketing sphere. He is a valued partner at Okisam, a prominent marketing consultancy firm, and the creative mind behind The Ecommerce Game.

     

    With a passion for blending innovative teaching strategies with real-world experience, Mauro brings a unique and engaging perspective to both academia and the digital marketing industry.

  • Carla Martínez-Climent, Universitat Politècnica de València

    Carla Martínez Climent is a lecturer and researcher with expertise in innovation at the Universitat Politècnica de València. She completed her Ph.D. in Crowdfunding at the University of Valencia and has since made substantial contributions to her field. Carla has authored over fifteen articles in journals indexed by the Web of Science, in addition to contributing chapters to academic volumes and actively participating in both national and international conferences. She has also taught courses in innovation and strategy at ESIC Business & Marketing School in undergraduate and master’s programs for over five years.

    In addition to her academic pursuits, Carla has served as co-chair for international conferences, including ASFAAG, and is a contributing member of an Erasmus+ project dedicated to advancing debate within higher education. Carla’s dedication to educational innovation is further reflected in her development of case studies and her teaching at both undergraduate and postgraduate levels. She is also a member of the organizing committee for the First Lego League in Spain, underscoring her commitment to fostering education and technological engagement among future generations.

  • Andrea Rey-Martí, Universitat de València, Spain

    Andrea Rey-Martí, is Assistant Professor in the Management Department at the University of Valencia. She has presented numerous papers at international conferences. She has also published articles and books in international journals including International Entrepreneurship and Management Journal, Economic Research-Ekonomska Istraživanja, Review of Managerial Science or Psychology & Marketing . She is or has been guest editor and referee for international journals. She is involve in different project such as the International Conference on Entrepreneurial Motivation – ICEM Conference, The Chair for Agri-food Cooperatives CAE-UV and Entrepreneurship Classroom in Social and Sustainable Economy.

  • Javier Sánchez-García, Universitat Jaume I, Spain

     

    Javier Sánchez García is a Professor of Marketing and Market Research at Universitat Jaume I. He holds a Ph.D. in Business Administration from Universitat Jaume I.

     

    With a notable research portfolio, Javier has authored numerous articles in journals indexed in the Journal Citation Report. His contributions extend beyond academic articles, as he has also co-authored two books and three book chapters. As a sought-after speaker, he has presented at over eighty national and international conferences, underscoring his significant impact on the academic community. In addition to his research, Javier has supervised eight doctoral theses and actively participated in competitive research projects and research contracts.

     

    Furthermore, Javier has held various administrative positions within the university, rounding out his multifaceted contributions to academia.

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Published

2025-10-30

Issue

Vol. 12 No. 4 (2025)

Section

Articles

License

Copyright (c) 2025 Mauro Calza-Perez, Carla Martínez-Climent, Andrea Rey-Martí, Javier Sánchez-García

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

IJSG copyright information is provided here.

How to Cite

Seriously Playful Business: Game-Based Learning at Work. (2025). International Journal of Serious Games, 12(4), 31-48. https://doi.org/10.17083/bbjfaa40