The advertising effectiveness is considered declining day-by-day. The advertiser has to find new ways to advertise as an effort to improve the effectiveness of ads. Advergame currently used as a new digital advertising formats, a custom-built game that was made intentionally and specifically to promote a product or brand to the consumer while they are enjoyed playing the game. This study finds that Web design can help the formation of consumers' trust and attitude. A clear product information will influence consumers' trust and attitude through result demonstrability. For the advergame itself, the result of this study shows that experiencing high flow while playing a game can positively influence players' attitude. Furthermore, it appears that religious values play a role in affecting consumer attitude. The finding of this study also shows that one of the Islamic value which is siddiq value, also capable of influencing consumers’ trust and attitude through assurance perception. Specifically, in the advergame context, siddiq value is able to moderate the relationship between flow and ad attitude. This finding implies that siddiq value has capabilities to influencing the amount of flow that is felt by Muslim consumers until this has an impact on ad attitude formation.

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