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EMAC 2022 Annual

Users’ engagement in a serious game. Empirical study in public management education

Published: May 24, 2022


PASCAL BRASSIER, UNIVERSITE CLERMONT AUVERGNE - CleRMa Lab; Véronique Favre-Bonté, Université Savoie Mont Blanc; PATRICK RALET, Université Clermont Auvergne - CleRMa Lab


User engagement is a hard point in public services, particularly in marketing management education. The design of the activity is then crucial. The use of serious games may offer a situation that increases the learner's engagement during the activity. This paper contributes to a better understanding of the importance of engagement in teaching through serious games, in particular what we call the engagement preceding the participants' entry into the game. We seek to show the relationships between ante-game engagement, in-game engagement, and post-game outcomes. This study is based on an online serious game involving nearly 500 students from a national network of public management schools. It shows that ante-game engagement has a significant impact on in-game engagement, which influences participants' results.