The Gambling industry appears to be obsessed by the YOLO generation, the acronym for "you only live once" which depicts the Net generation, also called the Me, Me, Me Generation, in a famous article by Joel Stein (Time, May 20, 2013) 

The gambling industry is sustained by technology. Apparently, it is extremely difficult to attract [...]

As this reference to the Victoria and Albert Museum suggests, while gender difference and identity were certainly a matter of political positioning, they quickly became more about style than sexuality, a form of cultural self-expression. Inevitably, in an era that ushered in neoliberalism, such self-expression was also a form of self-promotion and self-marketing, ‘transgression’ riding [...]