In recent years several simulation-based serious games have been developed for mastering new business concepts in operations management. This indicates the high potential of simulation use for pedagogical purposes. Unfortunately, this potential is hardly reflected in simulation methodology. We consider this issue by identifying alternative demands game use of simulation sets for model building and application. Moreover, we propose a framework for conceptual modelling for simulation-based serious gaming, which addresses relevant issues in a systematic, step-wise manner. Use of the framework is illustrated by two case examples, highlighting simulation use for training and education respectively.