Quick question for those who speak Japanese: Maji de Watashi ni Koi Shinasai!

[AMMSY]

Why do we call it Maji de [...] when the word 真剣 reading is しんけん[shinken]? 

[Vokoca]

真剣 and マジ have almost the same meaning, so I'm assuming the title is a word-play? The Japanese like to do stuff like this.

 

Then again, I haven't read Majikoi, so it might have some more meaning I don't know about.