Mastery does appear to be a much better design target than Flow. I know that I feel best about an online experience when I am feeling in control – and the sooner in the experience I feel that way, the better. Some people do become highly skilled at using highly challenging interfaces (like a green screen parts inventory system), but there was a motivation component that pushed them through the pain to get the Flow state (see Seth Godin’s “The Dip” http://www.squidoo.com/theDipBook).

I think that Famville was designed for mastery, not flow. Keep the challenge low, feedback high, achievement limitless, and skill set come-as-you-are.

And farmville does create flow states, that it consciously breaks to create arousal… but pinch is another article.