The terminology used to describe the gaming industry continues to present an idealogical hurdle for both journalists and PR executives.

In a recent release from the Economic and Social Research Council (ESRC), the headline read: ‘Fifty years on, UK betting shops lure new breed of punters.’ I’m not too sure how many subjects could be described in such a manner, but I can’t think of one that’s positive.

You could possibly use the word ‘lure’ in hunting in a good light, but this still suggests trapping some poor unsuspecting creature. I’d further associate it with stalking, sexual predation and bearded men pretending to be teenagers on the Internet.