Whoever made this is a marketing genius. Just here to share it with people who may be able to replicate it (has the financials, time and skills)
I think if you do this whitehat and able to pay cheaper this can be a very long-term business.
You can control the % of what they win and just make sure you're profitable before they cash out.
Agreed I think the most difficult part would be obviously getting the team to make this correct, finding the right algorithms to make sure you're profitable and getting the initial traffic to start.
Other than that this reminds me of my mate's "get paid to" website that literally he made 1m off those.