And why OWL keeps on going up in price? Honestly their site doesn't seem to be very unique or impressive - anyone has a credible explanation who is behind the price rise of that OWL token?!

OWL prices have continued to fall to this day since the thread was created by the OP, no crypto or any token has survived the ferocious bear market, tokens from gambling sites are not profitable in my opinion, because there are some gambling sites that eventually abandon their tokens and become worthless
I somewhat agree with you that gambling site tokens are not very profitable because they are not traded as much as others. These are mostly used to get a staking reward or to play casino games . Because of this, gambling site tokens are not very popular with potential traders. So their prices do not go up and down too much
It's true. I'm a casino token investor myself and the token had been distributed since 2019 but the price still didn't even touch $0.5 I rarely see the volume go more than $50. I don't see any demand despite the marketing done for it.
The benefit though is good, claiming revenue every day and betting the tokens sometimes makes me lucky. REceiving revenue from the casino is like stacking sats everyday.