Dooglus is the Sriracha Sauce of Crypto.
I doubt that he ever spends anything on any advertising for Just-dice (traditionally), but there is a chance that some investors may do a signature campaign.
Really people who invest should want to market it anyways, so that brings a better form of marketing.
http://qz.com/132738/the-highly-unusual-company-behind-siracha-the-worlds-coolest-hot-sauce/
If more people play and invest in his site then he stands to earn more from the commissions he earns from the profits
I think the site's features and community is what sparked the popularity..
Well.. That and it's dooglus.
In doog we trust.