These are two different kinds of risks, I mean, when taking risks in a casino or sportsbooks, you do not have any control over the result, you can't alter things to make the result of the match in your favor, but when it comes to taking risks on a business, you control a lot of things like, what you sell, your target market, your marketing, you can adjsut things if something doesn't work, etc... so, while both are taking risks, it is a two different kind of risks.
How do you get to control people's desire? Look the effects of marketing isn't controllable, it's very close to gambling, but the lucky thing is that it can get tweaked, yet won't guarantee a certain sure result. Business is very risky. Take for instance, traders who use crypto as a business, do they have any authority regarding the market fluctuation?