This study identifies the congruence between advergame context and the advertised brand and determines users’ involvement in gaming. Advergame allows consumers the opportunity to experience brands and products. Consumers gain information on products through such experience. Accordingly, consumers’ brand awareness and attitude will vary according to the similarities between game context and brand characteristics. Moreover, the levels of mental effort to engage cognitively in gaming will determine a player’s concentration on gaming, because games are not media to see but media to perform. This concentration will in turn influence the in-game processing of brand messages, which are a recognized part of advergame. With the two independent(the congruence between advergame context and the advertised brand characteristics, and users’ game involvement) and two dependent variables(brand memory and brand attitude), this study conducted 2X2 experimental research. As a result of the experiment, the congruence between advergame and brand characteristics affected only brand attitude while users’ game involvement only influenced brand memory. That is to say, positive brand attitude was created when the advergame context was similar to the characteristics of the advertised brands. When users put little effort into gaming, brand memory was poor. In addition, the interaction between similarity and engagement was found to have a notable impact on the formation of brand attitude. Under the low-involvement experimental condition, the group that played the game with high-congruity formed more positive attitudes compared with the group that played the low-congruity game.