Serious play: evaluating the balance of knowledge and leisure content in environmental games

In the context of increasing environmental degradation and climate change, promoting environmental awareness through innovative communication approaches is critical. This study examines the role of serious games in enhancing environmental information dissemination and in promoting continued engagement. Through two studies, the research investigates how different game content – knowledge-based versus leisure-focused – can impact user experience, environmental awareness, and continued game use. Study 1 explores the mediating role of customer experience between the interaction with each type of content and game effectiveness, while Study 2 employs an experimental approach to isolate game type effects and assess the role of negative emotions. Findings reveal that the balance between knowledge and leisure-content can be suitable vis-à-vis continued use of the game as long as both informativeness and playfulness are provided. However, when the aim is to promote environmental awareness, an isolated game focused on knowledge-content proves more effective, especially if it provides valuable information and evokes a sense of guilt in the user.