Turn gambling into gaming

Caroline Parry (MW May 13) is right to be sceptical about the mainstream potential of interactive TV betting.

The Department of Culture Media and Sport’s figures show the public is still against gambling, but supports lotteries and bingo, which is viewed differently.

The industry’s response must be to make gambling more like these socially acceptable games – reduce the stakes, increase interactivity, tighten controls on play levels, and give something back.

Turn gambling into game-bling and people might, gradually, be persuaded to join in.

Chris Sheffield

Chief executive




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