Beyond the Game: Identity, Ethics, and the Transformative Power of Role Play in Business Simulations

Role play and game-based learning are reshaping higher education by fostering deeper engagement, motivation, and practical skill development through immersive, interactive experiences. This paper explores the pedagogical potential of role play as a core game mechanic embedded within the business simulation platform - SimVenture Evolution. By assigning learners executive roles such as CEO, Marketing Director, or Finance Lead, the simulation creates a team-based environment in which students collaboratively navigate strategic and operational challenges across a virtual start-up lifecycle. Findings indicate that role play enhances learner engagement, confidence, and applied business skills. More notably, students reported increased ethical awareness and the emergence of professional identity, reflecting on the moral complexity and personal growth that arise through simulation-based decision-making. Reflective narratives revealed that the experience supported collaboration, metacognitive development, and values-driven leadership - suggesting that role play contributes not only to technical competence but also to behavioural and ethical formation. The paper advocates for the intentional integration of role-based mechanics in simulation learning, underpinned by onboarding, feedback, and structured reflection. These insights highlight the transformative potential of role play to cultivate analytical, interpersonal, and ethically grounded capacities in business education.