Inside Odds On is an interactive display taking over the former Oliver Bonas store in the O2 Centre in March.

The creators hope shoppers “stumble upon” the imaginary bookmakers, where they are invited to take a seat, create a player profile, and log into fictional slots game Pearls of Fortune.

Dante or Die will create a fantasy betting shop in an empty unit at the O2 Centre. (Image: GRETA ZABULYTE) As they take their first spin, they navigate the highs and hidden truths of online gambling, and uncover a window into the lives of people behind the screen.

The installation is created by site-specific theatre specialists Dante or Die – backed by Camden Council – and explores the raw, emotional impact of gambling on real people and their families.

Camden-based co-artistic director Daphna Attias said: “We make shows in unusual spaces and during lockdown there was a lot of press about the rise in gambling harm, with people targeted when they didn’t have much to do.

“We couldn’t make a show in a real betting shop so we wanted to make a pop up in a shopping centre or High Street that was free for audiences who can just stumble upon it.”

Participants log onto a slots game and take a spin – then learn about the lives of those affected by online gambling. (Image: GRETA ZABULYTE) The award-winning display has already toured to high streets in Harlow, Rochdale, Derby and Lincoln, and was researched with help from a group with lived experience of gambling harm.

“There was a baby in the film who was crying while the character is gambling,” explains Daphna. “I felt it was awful, but one on the group said we didn’t push it hard enough.”

The shop has an underwater, submerged theme to match the Pearls of Fortune visuals. Daphna says it helps because “there are lots of people like me who wouldn’t walk into an actual betting shop.”

“Gambling on our phones or computers is almost naive, like a game, only with money,” she adds.

“It’s said men play to win and women play to escape. Often the games which target them have fairies or underwater themes, they are created to be places you want to stay for longer.

“Our lead character is a highly functional female GP who gets drawn into addiction. Her avatar is an octopus and in the game, she drowns. People can interact with the film and try to save the character.”

The display is backed by support organisations including GamCare and the Gordon Moody Foundation.

Workshops, Q&As and a support pack for those affected by the issues raised accompany the exhibition, and the front of house team give trigger warnings for people with or recovering from a gambling addiction that it includes sounds and images of live play.

One attendee in Rochdale said: “I’ve come by three days in a row but not been able to come in as I have lost money on slot machines.

Inside Odds On runs at the O2 Centre in Finchley Road in March. (Image: GRETA ZABULYTE) “I watched the film on my phone and whilst it doesn’t fully connect with my type of gambling, it has kept me off slot machines for three days now, the longest time in a while.”

Dante or Die, who have previously taken over unusual spaces including churches, hotel rooms and swimming pools say their mission is “to bring communities together creatively whilst exploring life’s knotty complexities”.

Daphna says taking Inside Odds On into communities has been a revelation.

“It’s interesting how much people shared their stories before they even stepped into the shop. Lots have said it’s such a hidden problem, people don’t treat it the same way they do other addictions and they are glad it’s visible.

“I know we are in a shopping centre in Finchley Road but we should not assume who is affected by gambling harm.”

Inside Odds On runs at the 02 Centre in Finchley Road from March 10 to 22. Further details at www.lovecamden.org/inside-odds-on