When you combine the words "serious" "learning" and "hard" in the same sentence, chances are you're going to end up with something that gamers won't like. But that's what the Serious Games Initiative is all about, developing games for "non-entertainment" purposes. Of course, the problem is games for non-entertainment tend to scare people away faster than the phrase "edutainment."
That's the main problem facing Serious Games, how do they make it seem like they aren't hiding the broccoli under the meatloaf? All of the games shown off were educational in one form or another, having to do with zapping cancer cells inside the human body, or how to interact with people in the workplace. Seriously, there is a game about the proper way to run a meeting, collaborate with coworkers, and generally function in an office. Too bad it's not running on the Unreal Engine. Zing!