Framing Serious Games Development as a Matter of Business

Serious games development is fundamentally shaped by the interplay between product design and business strategy. While existing literature often separates game development from business modeling, this study demonstrates that these processes are deeply intertwined, with client interaction serving as the primary driver for both product evolution and commercial viability. The research focuses on the Danish market, examining over 24 analogue serious games and learning tools through semi-structured interviews with five key developers, including consultancies and specialized game firms.

The findings reveal that the initial motivation for game creation typically stems from direct, agile collaboration with clients. Developers often act as consultants, using games to translate their specialized knowledge into experiential learning tools. A recurring pattern in development is the "pendulum" effect, where games oscillate between highly specific, client-tailored versions and generic, scalable frameworks. This iterative process allows developers to refine core principles while maintaining the flexibility to customize content for individual organizational needs.

Business models significantly dictate the trajectory of game development. Firms identifying as consultancies prioritize bespoke, high-touch solutions that offer greater control over quality but face scalability challenges. Conversely, firms operating as product companies focus on creating robust, self-facilitating concepts or methods, often relying on licensing agreements to reach broader markets. This strategy favors scalability but requires the developer to relinquish some control over how the game is ultimately implemented. Ultimately, the study concludes that the long-term viability of a serious game is inseparable from the business strategy adopted by its creator, as the need for consistent cash flow and market penetration directly influences the game's design, narrative elements, and functional maturity.