“…Learning how to experience this “intoxication” and how to handle the risks of the behaviour corresponds to what Becker (1953) and Zinberg (1984) identified years ago as important skills in drug use. Gambling images are also infused with cultural “deep structures” ( Sulkunen, 2013 ), such as individualism and collectivism ( Majamäki & Pöysti, 2012 ), trust ( Pöysti, 2014 ), values and beliefs ( Raylu & Oei, 2004 ), myths ( Falk & Mäenpää, 1999 ), gender roles ( Casey, 2008 ) or masculinity ( Egerer & Rantala, 2015 ). Furthermore, game preference seems to be culture specific (e.g., Schüll, 2013 ), although more evidence is available from alcohol studies in which cultures have been grouped according to the prominent beverage type (e.g., Sulkunen, 1976 ).…”