Although, dedicated tools, methods, guidelines and knowledge are essential to realise effective serious games, they still are not a guarantee for success. An important reason is that all people are different: they have different preferences, different abilities, different performance motivations, different personality treats, and so on. What works for one person, may not work for another person. A (serious) game that is engaging and effective for one person may not be engaging and effective for another person.
Therefore, a promising avenue is to make sure that the serious game is adapted to the characteristics of the individual player. However, how serious games can be personalised, which factors can be used to personalise (e.g. personality, gender, learning types, user abilities, player types, user states, contextual/situational variables, …), what effect personalisation has (e.g. on player/user experience), and whether there is any return on investment is still largely unexplored.