Design of a serious game to prevent alcohol abuse among university students

Alcohol abuse represents a global public health problem, with a high prevalence among university students, where social and academic factors contribute to its normalization. In Mexico, although preventive strategies exist, their effectiveness has been limited. Internationally, serious games have emerged as innovative tools for alcohol abuse prevention; however, no evidence was found of proposals adapted to the Mexican university context. The objective of this work is to present the conceptualization of the design of a serious game aimed at preventing alcohol abuse among university students in Mexico. To achieve this, the ASGD (Art of Serious Game Design) methodology and the MDA Framework (Mechanics, Dynamics, Aesthetics) were employed, which allowed the structuring of a game experience aligned with educational and preventive objectives. As a result, a design proposal was developed to promote responsible decisionmaking and the use of protective strategies. Future phases will include empirical validation of the prototype with the target population, aiming to develop culturally contextualized digital