In-game advertising is getting more attention from developers. This study aims to find the factors that affect the effectiveness of advertising messages embedded in video games. Lang's LC4MP (Lang, 2006a, 2006b), a theoretical model gaining support from the media psychology researchers’ community, was used as the theoretical platform for this study. LC4MP is a theoretical expansion from LC3MP (Lang, 2000), which has helped communication scholars understand how people process information presented to them via media. LC4MP introduces human motivation to the existing model LC3MP, as an attempt to explain and predict how an individual's motivational system activation alters the way cognitive resources are allocated for information processing. The goal of this study is to apply LC4MP's prediction in the context of in-game advertising. A video game was designed in a way that manipulates 1) motivational activation, 2) target speed, and 3) background music tempo. Total of 119 college students recruited from a large university at Daejeon, Korea are currently participating in this study. Results show general support for LC4MP, including enhanced recognition for images displayed under appetitive condition rather than aversive condition when other conditions are controlled.