This study investigates how in game advertising (IGA) in virtual reality (VR) affects players' brand recall and recognition as well as players' attitudes and experiences. A total of nine participants were recruited to play a virtual reality game built in Unreal engine 4. The theme of the game was the popular music rhythm game, and the game environment was designed in a shopping street full of billboards. The participants completed the game without knowing the purpose and completed a questionnaire on brand memory. Meanwhile they were also interviewed. The results indicate that IGA design, placement and brand consistency play an important role in the players' brand recall and recognition. Participants' attitudes toward IGAs in VR were positive. Participants prefer that advertising would not have an impact on VR immersion. But they do not mind if it is designed as part of the game. The ads can be placed in the form of eastern eggs, integrated into scenes, interactive and covert.