Since the advent of research on attitude conditioning, Evaluative Conditioning (EC) has become a cornerstone concept in the field of attitude formation. Numerous experiments have demonstrated the phenomenon's robustness across highly standardized paradigms. However, its significance in more realistic and complex learning environments remains largely theoretical. In this presentation, I will discuss studies exploring EC within the context of video games. While these studies provide evidence of EC in complex learning settings, they also highlight the need for more refined EC theories to enable accurate predictions beyond the laboratory.