Seriously Playful Business: Game-Based Learning at Work
[EN] 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 effe...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | inglés |
| OAI Identifier: | oai:riunet.upv.es:10251/231555 |
| Acceso en línea: | https://riunet.upv.es/handle/10251/231555 |
| Access Level: | acceso abierto |
| Palabra clave: | Game-based learning Serious play Professional training Employees 04.- Garantizar una educación de calidad inclusiva y equitativa, y promover las oportunidades de aprendizaje permanente para todos 08.- Fomentar el crecimiento económico sostenido, inclusivo y sostenible, el empleo pleno y productivo, y el trabajo decente para todos 09.- Desarrollar infraestructuras resilientes, promover la industrialización inclusiva y sostenible, y fomentar la innovación |
| Sumario: | [EN] 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 about digital marketing concepts, develop teamwork skills, improve strategic decision making, and acquire a 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 effective and scalable tool for training and skills development in digital marketing and similar professional domains. |
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