A consortium of 10 European Universities are in the process of developing a game-based experiential teaching module to train marketing students in brand management, through a project funded by the European Union. This paper will take you through the journey of the project team, from their development of the first concept of the game to its testing and evolution, based on the feedback acquired in the field while observing how students from various European countries interacted, across 4 completed testing sessions and 2 to come, with the course material in paper format at the beginning, then with the first versions of the IT game platform.