I already said, it's part of their plan to retain and acquire new players. They're making their first sale as attractive as possible to users and running it during a time where there aren't major sales from competitors.
This is a growth strategy. When your company/product is focused on growing, you're generally doing so by burning through cash and taking losses (see: Netflix, UBER, Tesla and other tech companies that have long operated with losses while they focused on growth over profitability). The revenue/profit comes later. For now it's getting folks into their system and comfortable with using it/spending money.