Adam Powell and Mohammad Rahman, Department of Management, Marketing & Entrepreneurship, presented to the Academy of Marketing Science Annual Conference (AMS). AMS is a premier international conference for the marketing field where scholars from around the globe present their recent academic work. They attempt to offer a more in-depth understanding of the flow experience (state of mind) during video gaming consumption and relationship to customer outcomes. Their research will bring insights to video game developers who also seek to strategically implement new product development mechanisms, to successfully innovate engaging, customer-oriented videogames.