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ABSTRACTThis paper proposes that challenge, an orthogonal game attribute, can be used to improve game effectiveness. The results of our study suggest that attitude toward challenge should be considered when we tune challenge in the serious game for better learning results. A significant moderating role of attitude toward challenge is found in the relationship between challenge and self-efficacy. Investigating from the perspective of game attributes together with players’ attitude toward the attributes is a good approach to improving game design. Our approach of game improvement is a clear, explicit and one-to-one approach to relate game attributes and attitudes toward them.