615 Copyright © 2012, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 31 DOI: 10.4018/978-1-4666-0149-9.ch031 INTRODUCTION Nowadays, serious games (SG) transformed into increasingly popular complex technological applications with high potential use in educa- tion and business (Antonova&Martinov, 2010). Serious games offer many benefits for learning, enriching real-world experiences. Serious games learning is based on the learning cycle of Kolb and enables users to develop complex compe- tences which lead to high-order thinking models (Antonova&Todorova, 2010). Thus, the main ad- vantage of SG is put on the trial-and-error method and first-hand experiences. However, there is still no clear understanding of the differences between developing serious and entertainment games. In order to build successful serious games, people need to consider them as complex platforms for service creation. In the scope of service science and service-dominant logic, value in services is co-created with end-users (Vargo&Lush, 2004). By combining both fields – serious games and service science, we aim to propose a model that Albena Antonova Soia University, Bulgaria Exploring Serious Games from Service Science Perspective ABSTRACT Nowadays, serious games increasingly attract public interest, and many applications of serious games in education, business, politics, healthcare, and social issues are reported. Serious games offer unlimited number of opportunities for experiments and training, where different experiences become possible, without cost, time, or physical limitations. Serious games offer various services to their end-users, com- bining entertainment with additional serious elements. The present chapter aims to discuss serious games from the service science perspective. Service science explores the model of value-creation in complex and technology-enabled services. Therefore on one side, serious games are discussed from three service science perspectives, highlighting the end-user involvement in the process of value co-creation. On the other side, different application domains of serious games are reviewed in the context of services they provide to users and stakeholders. The last section discusses the beneits of service science approach, developing a new set of considerations for improving SG value for customers.