Business simulation games (BSGs) enable students to practice making decisions in a virtual environment, accumulate experience in application of strategies, and train themselves in modes of decision-making. This study examines the value sought by players of BSG. In this study, a means-end chain (MEC) model was adopted as the basis, and ladder method soft laddering was used to conduct in-depth interviews with students who had experience in using BSGs. The chain concept of "attribute-consequence-value" was used to understand students' value cognition structures. Content analysis was used to analyze the attributes-consequences-values for BSGs players, then converted into a Hierarchical Value Map (HVM). The results showed that students consider "teamwork" and "market diversity" as the most important attributes, and the consequences of a cooperative approach and market diversity are "emotional exchange" and "multi-thinking," with the ultimate value brought to users by exchanges between teams and constant thinking being "interpersonal relationships" and a "sense of accomplishment". (Contains 2 tables and 3 figures.)