Experiential learning methodologies, such as escape rooms, have gained traction as innovative pedagogical tools that enhance student engagement, motivation, and skill development. This study investigates the effectiveness of a digital escape room activity implemented at ESADE Business School, Ramon Llull University, Spain, by assessing its impact through the GAMEX (Gameful Experience Scale). GAMEX is a validated scale used to measure user experience in gamified environments across five dimensions: enjoyment, absorption, tension/anxiety, task dominance, and perceived importance.

The research involved 60 undergraduate and postgraduate students from Bachelor in Business Administration (BBA) and EMBA´s (Executive MBA) programs, representing diverse nationalities, linguistic backgrounds and different groups. The primary objective was to determine which GAMEX dimensions were most relevant to this pedagogical innovation, providing insights into how game-based learning can be effectively integrated into business education. By identifying the key dimensions that contribute to meaningful learning experiences, this study aims to guide future applications of escape rooms in different educational settings.

The study employed a mixed-methods approach, collecting quantitative data through the GAMEX scale and qualitative feedback from participants. The results highlight the varying degrees of influence that each dimension of GAMEX had on student engagement and learning outcomes.

This research contributes to the broader discourse on experiential learning by providing empirical evidence on the effectiveness of gamification strategies in business education. The findings offer practical implications for educators seeking to design engaging and impactful learning experiences through gamified approaches. Future research will explore the adaptability of escape rooms in various academic disciplines, ensuring their relevance as a pedagogical tool beyond business education.

Keywords: Experiential Learning, Gamification, Escape Room, Business Education, Student Engagement, GAMEX Scale.