This study centers on the possibly positive and negative results of inserting potent health communications -like graphic anti-DUI (drive under the influence of alcohol) messages- into the background of virtual gaming worlds. Outcomes indicate that, to the degree gamers are transported into the virtual experiences in the game, desire to DUI is lessened, as transportation unhinges counter-arguing amid individuals who might otherwise oppose real-world influence efforts. But they also point to a potential “boomerang effect”, that may emerge when transportation is not fulfilled in a game.