<![CDATA[This study aims to evaluate the effectiveness of the educational board game Digital Marketing Tycoon (DMT) in enhancing high school students’ understanding of digital marketing concepts. Using a quasi-experimental pretest–posttest design, 345 students from Semarang and Jakarta were divided into an experimental group (n = 177) and a control group (n = 168). The experimental group played DMT for 60–90 minutes, while the control group received conventional instruction. Data were collected through a validated 20-item online quiz (Cronbach’s a = .82) administered before and after the intervention. Paired-samples t test revealed a significant improvement in the experimental group (mean increase = 13.94 points), with a large effect size (Cohen’s d = 1.55). The control group showed minimal change. A Shapiro–Wilk test confirmed the normality of the data. A strong positive correlation (r = .640, p < .001) indicated consistent learning gains across all ability levels. Qualitative observations indicated increased engagement, collaboration, and strategic thinking. The findings support the integration of purpose-designed board games into entrepreneurship curricula to bridge abstract concepts with real-world application. Recommendations include piloting Digital Marketing Tycoon within national curriculum frameworks, providing teacher training in gamification, and conducting longitudinal studies to assess long-term knowledge retention.]]>
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