Every gambling project is constantly spending millions of dollars on various purposes but they don't focus much on their token. If they pay little attention to their token then their token will move to a better position in the market. Because their platform is gambling and they have millions of gamblers on their platform if they see that their platform token is also in a good position then those gamblers will start investing in that token as well. This will also be a plus point for that gambling platform
There's no reason for them to spend money on their token because they're creating their own token out of thin air. Which mean they're creating their token without any cost and the purpose is to get more money if people bought their worthless token.
The token price will depends on the casino reputation, so if the casino has a bad reputation, I doubt there's a high demand for the token since it's can't be used except if you're use the casino. It's the risk if you want to invest on casino tokens.