The reality of the decline of attitude-influencing games (AIGs) stands in stark contrast to the consistently optimistic findings of previous research. Taking advergames (AG) as an example, this study, following the grounded theory paradigm, employs a combination of qualitative research and experimental methods to explore its causes. The findings indicate that AIGs can achieve stronger attitude influence effects than traditional media. The reason lies in four essential or unique characteristics of games, each activating widely recognized mechanisms of attitude influence, while also interacting through mutual reinforcement or offsetting, thereby constituting a distinctive cultural environment-Playing. This explanation was entirely different from those based on Procedural Rhetoric and entertainment game theory, thereby entering a theoretical domain not previously addressed and thereby accounting for both the former decline and the potential resurgence of AIGs.