This applies in general to all games. Even those who are popular initially. Remember what marketing was at the game Starcraft 2. Tens of millions of dollars were spent on advertising.
I even sometimes think that such games in the end do not bring profit but are image projects.
You're wrong, this marketing makes a huge profit. These are long-term projects. But part of the expenditure of course can be regarded as an investment in the image of the company.