Previous research emphasises the importance of actor engagement in circular business model innovation processes. Both co-design and serious games have been advocated as approaches to engage with end-users. However, there is limited research focused on applying these approaches to circular business model innovation. This paper therefore explores the role users can play in co-design of circular business models and how games could be used to support such co-design. First, roles users can play in co-design of circular business models are identified through company interviews. Several characteristics for games that can support co-design of circular business models are then offered. Finally, four game concepts are presented to illustrate how games could facilitate co-design of circular business models.

The results suggest that by engaging with users in co-design, companies could gain insights which could serve as inputs to circular business model development. This includes learning about users' needs, preferences, and product use patterns. Users can also be invited to take part in ideating, testing, and validating existing and new products and services so that companies can identify opportunities for desirable and attractive offers. Furthermore, the differing directions of the presented game concepts show there are several ways to engage with users through game approaches. As the paper presents possible roles for users in codesign of circular economy and illustrates various ways this could be approached using games, the findings are expected to be relevant to researchers and practitioners who are interested to engage users in circular business model innovation.