Gwen De Momme, 52, collapsed in the middle of a game at Mecca bingo hall, in Knotty Ash, Liverpool.

Her sisters rushed to her aid, and paramedics were called, but the game continued.

The mother-of-two was later pronounced dead at hospital.

'Disgusted'

The family said later they had been told it was "company policy" to continue calling numbers.

Her daughter Joanne, 27, has criticised Mecca for its "insensitive" handling of the incident.

"I'm disgusted," she said.

"My mum was obviously ill and they just carried on calling the numbers.

Small game

"It was totally insensitive.

"At first I thought it was a national final that had to be played at a certain time, but I've since found out that it wasn't.

"It was just a small game with a prize of something like £18. It could have easily been stopped."

Steve Baldwin from Mecca said: "On the surface it can appear to be a little calculating, a little careless and callous.

"But this a policy that is put in place purposefully to minimise the dsitress caused to those in the club at the time."