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　　The study purposed to understand the attribute preferences of internet users in the advergame. The attributes were used are realistic sound, reward and character develop-ment and manipulated on two levels. The pre-test results indicated that participants can distinguish significantly the manipulation check variables. It was used to arrange the 8 advergames based on the full-profile design of conjoint analysis. Through a series of ex-periment, the study reported that realistic sound is the most important attributes, followed by character development and winning-losing features. The further results indicated that realistic sound valued highly for Asian participants (exclude Taiwan). The second attrib-utes which should be present in the advergame is points accumulation as reward features. Male participants preferred on point’s accumulation, while female participants valued highly on finding bonuses. 　　Surprisingly, this study found that participants do not prefer any character development in the advergame for any demographic variables. Based on the current findings, marketers have opportunity to tailor their advergames in order to fit their target market, which enhance the likelihood and value of participation. The practical implications as well as academic contributions are discussed.

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