What FTX is doing is the total opposite of what Binance did, they are tapping into areas where there is no involvement of Crypto. They are trying to bring in people who have never heard of Binance and but also want to get into crypto- sort of what coinbase is doing too. And its working for them. FTX is growing crazily in popularity amidst people who don't know cowshit about crypto.
Their approach was definitely really interesting and really clever. Heavily advertising cryptocurrency to the gaming industry — that ONE industry that's highly likely to totally grasp the concept of digital goods because of the high amounts of spending on skins and game currencies.