Board games can support engagement, deep information processing and learning outcomes for university students. The instructional context, notably the way an activity is introduced to students, can influence students’ behavior and learning outcomes. Yet, despite its potential important influence on in-game behavior and learning, the impact of the instructional context used to introduce a game-based learning activity has not received much attention. In two studies, we examined how framing a game-based learning activity with a serious or a non-serious context can impact university students’ behavior and learning outcomes. In the first study, 44 graduate students played the same word association game that was either introduced as a game or as a study activity. Results showed that the serious context increased recall as compared to the gaming context. In the second study, involving 87 participants playing the same game, results showed that the gaming context and prior gaming experience also reduced students’ recall. Overall, grouped analysis showed that the gaming context led to poorer learning than the serious context for recognition and recall measures, even when considering prior knowledge, in-game behavior, and prior gaming experience. Theoretical and practical implications for educators are discussed.