Well, Chinese platforms often do not advertise themselves in other places apart from their target audience (Chinese). It makes much more sense since they only need to focus their attention on on market and be able to customize their service on one specific demographic.
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However, regarding the KYC which is a case-to-case basis which is we need to investigate why there is no KYC.
It might be that they're operating under the radar, and that their operations are illegal, or that they employ no KYC until a certain extent, e.g. you won something big or there is a suspicious activity on your account. Whatever the reason is, I think it should be the least of our worries. Why would I even think of their reason why they do not have any KYC if I'm not the target market anyway? If I made the decision to play on their website, while knowing that they have no KYC and non-compliant on a lot of regulations, that's on me.