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In their meta-analysis of research on advergames (video games developed to promote products or services), Zeph M.C. van Berlo et al. confirm that such games, though they can elicit player interest, may not facilitate subsequent recall of product and brand information. This phenomenon can be explained by the finite nature of cognitive capacity as it is articulated in Annie Lang's limited capacity model of motivated mediated message processing. In this case, players' cognitive resources are directed foremost toward the advergame's mechanics, leaving little or no capacity for encoding and storing the information the advertiser intends to be salient.

The limited capacity model of motivated mediated message processing developed by Lang provides a means of explaining the finding by van Berlo et al. that players may not readily recollect the brand and product information embedded in advergames.

The meta-analysis by van Berlo et al. reveals that higher engagement in advergame mechanics is linked to lower effectiveness in persuading players to purchase particular brands and products.

Although the limited capacity model of motivated mediated message processing developed by Lang suggests otherwise, advergames can succeed as marketing tools, provided that they achieve a balance between game mechanics and the promotion of a brand or product.

Research by van Berlo et al. corroborates Lang's conclusion that because people predominantly focus on game mechanics when playing video games, it is difficult for advergames to communicate brand and product information in ways that are highly memorable.