Can immersive virtual reality (IVR) serve as an effective venue for learning and training? The promise of learning in IVR lies in its affordances for motivating learners to engage in generative processing (i.e., cognitive processing aimed at making sense of the material). The pitfall of learning in IVR is that it can distract learners so they engage in extraneous processing (i.e., cognitive processing that does not support the instructional goal). This paper reviews (1) media comparison research we have conducted on the effectiveness of learning academic content and skills in IVR versus learning with conventional media and (2) value-added research we have conducted concerning which features can improve the instructional effectiveness of learning in IVR. The paper includes implications for practice and for further work in the area. Overall, the paper focuses on the challenges associated with determining how to reduce the distracting aspects of IVR, maintain the motivating aspects of IVR, and guide the learner towards the core instructional material.