I take it you mean the VitalBet.com website? Yeah it's pretty great that we are investing in a project that has a solid working product that turns over millions of profit every year and has thousands of active users.
Well... GIFcoin are actually the parent company of VitalBet.com, GIFcoin are running an ICO to raise funds to develop VitalBet.com, they are owned by the same people.
They want to try and expand the website and increase the amount of countries/markets they are operating in and also work on increasing their revenue and net profits.
One of the best ways for new startups to raise funds is through an ICO but a lot of established projects can also do this, it's just a bit more complicated because they need to change the structure/ownership of their company.
If you look at their one pager/lite paper it will give you a short summary of the project, its well written and it only takes about 5 minutes to read: https://www.gifcoin.io/GIFcoin-Litepaper.pdf
I still don't understand why a good established gambling company with over 20.000 members wants to make an ICO. They can also expand without ICO and funds - I wonder, when the website is so successfull, why they need funds to expand in new countries ?
You see before now vitalbet.com was never running on the blockchain neither does it have any blockchain feature integrated in it, gifcoin is one of such blockchain integration in to the platform and its no small feat to achieve that's why ICO is needed