The paper investigates and evaluates the effectiveness of game-based-learning (GBL) on consumers’ awareness and knowledge on e-commerce fraud and scams, thereby encouraging behavioural change. A pilot inter-group experiment involving N = 46 participants was conducted to gauge users’ attitudes, behaviour and motivation towards protection from e-commerce fraud and online scams. Participants chose between a traditional quiz (control group = 16) and a quiz-style role-playing game (treatment group = 30). The effectiveness of GBL was evaluated using the risk behaviour diagnosis (RBD) methodology. Results of the experiment show that interest in games, e-commerce usage frequency, and fear of victimisation are the key motivators for the treatment group to improve their awareness of e-commerce fraud and scam prevention. Ninety percent (90%) of the treatment group felt that they learnt practical tips during gameplay. Further, the same participant group displayed high knowledge and awareness on e-commerce fraud and scams (mean score = 86.7%) and performed better than participants who did not play the game. The analysis of the results also show that the treatment group participants are likely to display good cyber hygiene (RBD discriminating value = 2.2) while the converse is true for the control group (RBD discriminating value = −0.4). These results indicate that GBL can be effective in promoting knowledge and awareness on cybercrime and cybersecurity topics.