I can only think of 3 purposes...
1. Getting popular overnight
2. Building a massive community/userbase
3. Earning ad revenue through telegram
I don't know why would a project would do something like that. I mean just think, what's there for them to gain if someone taps in their apps? Nothing others than the things i mentioned above.

If you look into their games on the telegram then you can see that they are gaining through premium rewards by earning more through using TON and also ads from their social media accounts and YouTube channel. That's why developers are earning than people who are playing their games and this became hype after the NOTcoin.