Flow, the concept developed by Mihaly Csikszentmihalyi over the last forty years or so (see Csikszentmihalyi 1975) has been invoked quite often with respect to the way players engage with digital games (e.g. Baron 2012; Cowley et al. 2008; Sweetser and Wyeth 2005; Brathwaite & Schreiber, 2009; Fullerton, Swain, & Hoffman, 2008; Schell, 2008). However Kubey & Csikszentmihalyi (2002) argue that ‘...