Things can come in a new way or dimension, if what he has to offer is what will be a center of attraction to encourage other platforms and new establishment follow same pattern, then i don't think its something bad or much of being a risk, at least they can generate alone from the traffic they stand to get from a reputable platform like this to their site and making a signature campaign will encourage for more.
You might be willing to take the risk in this case, but not everyone would be preparing to take such a risk especially when there are far better alternatives out there where such risks are way lower in comparison.
Also, running signature campaigns don't always work out. Sites like Coins.game etc are proper examples in this context.
You are right though, as unfortunately as it might seem, it's not always about running a signature campaign, but more of about having a very good platform or service that people can use and then decide to come back for more, a good online gambling casino that is running a signature ad campaign will do well because users who visit the casino will like it, and continue to play it, and also even invite their friends, we all know that marketing is not really all about putting up ads banners on the internet, it's about users who join the platform through such ad banners, liking the platform well enough to want to introduce it to their friends as well, I can tell you all that person to person referrals are way more efficient and effective marketing that putting up ad banners on random sites on the internet.
We have had several casinos and other online services that advised their platform on this forum through signature ad campaigns that weren't successful, and its either because the management of that platofm doesnt have enough resources to run the campaign long enough, or the platform itself wasn't really appealing to users and potential users.