5. Conclusion
The results of the study provide some indication that players who
perform well within the game environment tend to retain in game
advertising messages better that players who perform badly. This
is interesting, in that players who perform badly may have had
more time to view in game advertising while they recovered from
crashes or moved more slowly. Despite this opportunity to spend
more time processing the ads, the qualitative data suggests that
these players instead spent their cognitive resources concentrating
on the game. Overall, compared to weaker players, the best
players appear to be able to process in game ads better because
they can more seamlessly play the game, and, tlus, can afford to
pay attention to peripheral cues that add to the gameplay
environment.