Gambling advertising is often permeated by stereotypical portrayals of gender, including those of male gamblers as tough and successful. Simultaneously, representations of men in other advertising has become increasingly diverse, including emotional and sexualized, heroic and muscular portrayals. This article uses both these bodies of research to discuss Swedish sports betting commercials from 2019–2020. It shows that different commercials draw on diametrically different formulations of the game, emphasizing skill and luck, rationality and emotion respectively, which is conceptualized as different, gendered emotional interpellations. These include production of emotional or stoic masculine viewer positions, as well as the portrayal and evoking of emotions, and point to the psychic and emotional dimension of neo-liberal, consumerist culture, which strives to incorporate and exploit ever more aspects of the personal. The article furthers the theorizing of emotions in consumerist culture, contributes to gambling research by problematizing gendered ideas about skill and luck, and adds to studies of men in contemporary consumerist culture with discussions of emotionality, rationality, homosociality, and masculinized interpellations of different kinds.