I was particularly interested in the participant selection section; they did go to an effort to select male and female participants with similar gaming habits. However, this doesn't mean that the only explanation for the different "craving" response is a fundamental difference between men and women. Just because you end up with a similar population with similar habits, doesn't mean that the path those individuals traveled to get there is the same.
As an example of how the observed differences could still be due to nurture rather than nature, suppose that across all young boys and girls, there is a subset of people that are predisposed to addiction. Also suppose that in many cases, an addiction can begin the first time you're exposed to something. Even if both boys and girls were equally predisposed to become addicted to both video games and social media, they would not be equally likely to be exposed to those two addictive digital activities. It would be more likely that a boy's friends would introduce him to video games, and that a girl's friends would introduce her to social media. Once they are addicted to one or the other, they will spend more time on that activity, and will be unlikely to explore the opposite.
Eventually, these hypothetical boys and girls grow up, and our hypothetical scientists select participants for their version of this fMRI experiment. They do a good job selecting male and female participants who play games for similar numbers of hours, but the potential female video game addicts in this universe are much less likely to ever start playing games, before getting addicted to something else. Since these hypothetical people have selected themselves out of this hypothetical study, they discover a difference in fMRI responses to images of video games that's correlated with gender, but still 100% caused by existing gender roles and stereotypes.