Game-based learning (GBL), also known as structured play for educational purposes, has emerged as a powerful tool for enhancing learner engagement and motivation. With technology playing an increasingly central role in education, the potential of GBL to develop students’ social, cognitive, and physical abilities is more evident than ever. Serious games offer an entertaining means for users to expand their knowledge and skills by tackling challenges within a gaming environment. To fully leverage the benefits of serious games, they must be designed to be user-friendly, dynamic, and capable of providing feedback. Integrating emerging technologies such as artificial intelligence (AI) further enhances their effectiveness. This chapter proposes a research roadmap for the development of an AI-enhanced serious-game startup aimed at fostering competence acquisition among university students. Digital entrepreneurship serves as the focal theme of the serious game, given its significant role in job creation and economic growth. Successful digital entrepreneurs require a diverse set of digital entrepreneurial competences (DEC), encompassing areas such as marketing, finance, and information technology (IT). However, many university students face challenges transitioning from education to the labor market due to skills mismatches and gaps. Only a third of graduates feel adequately prepared with DEC for the workforce. To address this, innovative interventions leveraging emerging technologies and promoting entrepreneurship are essential. The proposed research roadmap outlines the development and deployment of a digital-startup serious game integrated with AI learner support and machine learning. This integration aims to provide personalized learning experiences tailored to each participant’s needs. By utilizing AI algorithms to manage game difficulty and adapt to individual skill levels, the serious game offers a dynamic learning environment focused on skill enhancement and knowledge acquisition. Through this research initiative, we aim to contribute to the advancement of pedagogical approaches that empower university students with the competences needed for success in the digital era.