This research assesses the impact of the various states of mind of Flow psychological theory (Csíkszentmihályi 1990) in relation to brand recall and recognition in video games. After playing a video game, the emotions felt by the participants allowed us to categorize them into distinct groups corresponding to the four-channel Flow model (Massimini and Carli 1988): Flow, anxiety, boredom and apathy. We found that these states of mind had significantly influenced the number of brands identified. In particular, the participants in Flow could recognize a larger number of brand placements than those in the three other groups.