This paper applies the perceptual load theory to the problem of creating effective in-game advertisement. Game player is more active and more interactive than traditional mass media audience. Thus, people usually use different attention mechanism when they are playing games. However, most previous in-game advertisement studies only manipulate features of in-game advertisement, but ignored that player’s attention allocate is depend on task relevant information complexity. Results showed that information complexity and placement type do impact subject’s attention allocation. However, attention is not necessary equal to memory.