>>380216718
>What's their business model?
Multiplayer Gambling games but not with real money.
Poker, blackjack, roulette, sports betting. You can even bet on Superbowl, NBA and Formula 1 now.
There's a fuck ton of toys and cosmetics you can play with at the table and "flex" with and that's how they make their money. 

Advertising Pokerstars brand, getting people hooked on gambling so they go gamble real money is the main purpose of the game. 
Making money from micro transaction cosmetics is just a bonus.