As virtual reality (VR) technology enters mainstream markets, it is imperative that we understand its potential impacts on users, both positive and negative. In the present paper, we build on the extant literature's focus on the physical side effects of VR gameplay (e.g., cybersickness) by focusing on VR's potential to intensify users' experiences of negative emotions. We first conducted a preliminary survey to assess users' emotional responses during VR gameplay, with the results suggesting that certain VR situations can in fact produce intense negative emotional experiences. We then designed an interactive scenario intended to elicit low to moderate amounts of negative emotion, wherein participants played out the scenario in either VR (using the HTC Vive) or on a laptop computer. Compared to the participants who enacted the scenario on the laptop, those in the VR condition reported higher levels of absorption, which in turn increased the intensity of their negative emotional response to the scenario. A follow-up questionnaire administered several hours later revealed that the intensified negative emotions resulting from VR had a significant positive correlation with negative rumination (i.e., harmful self-related thoughts related to distress). These results show that VR gameplay has the potential to elicit strong negative emotional responses that could be harmful for users if not managed properly. We discuss the practical and policy implications of our findings.