It's obviously luring new users and that was usual. The important thing here is, they are offering bonuses when you registered.
Seems not good to try a gambling site for the first time where there are no even benefits or advantages we can get.
If new sites won't offer such promotions and bonuses, expect they can't attract new users to their site. That was a necessary thing to do in the marketing field.
Do not forget that these bonuses also have disadvantages for the gambler - as far as I know (I myself avoid such bonuses) until you wager a certain amount of money (this is stipulated in the condition for receiving the bonus), you cannot withdraw either the bonus money or your own. It seems to me that this is a rather strong limitation, since I want to reserve the freedom to manage my money and be able to return it (with losses or vice versa with gains) at any time.