Seriously Playful Business: Game-Based Learning at Work

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.