I doubt freebitcoin got enough advertisement out of this. I mean they were already one of the most known casinos in the whole crypto world and certainly the biggest faucet out there by a large margin, how much new user could they actually get from something like this.
I think it will definitely pay out. Freebitco.in and its contest is literally covered in every larger crypto-blog or news site. I read even an article in a well known newspaper about the giveaway (can't find the link unfortunately). The amount someone needs to deposit isn't that much, so it's very appealing for users to deposit BTC to get golden tickets, additionally, they even earn interest for depositing funds.
The need to deposit funds is the most inhibiting threshold for new customers in my opinion. Once they have the funds at the site, it's very likely that they wager at least a small amount at games or bets.
I am too not feeling like they didn't make any marketing out of this, I am not even saying they didn't make any money out of it neither, I am just saying in the past months since this started, they didn't get 200 thousand dollars out of this most probably. Now they might have made some money, hell they might even make more than 200k from the people who came during this period as well, but at the end of the day I am just saying from start of the lambo lottery to end of it, they probably didn't make 200k from it.
Of course, it is marketing and some people came here hearing about the lambo and they stayed and even after lambo they will still be here and all that but that doesn't mean that people are actually paying that much money to buy all those tickets, maybe deposit and gain interest but not wagered millions to make freebitcoin profits at 200k range.