What a wonderful person you must be to go to bat for somebody you don't even know. For one thing, know who you are dealing with in case you have problems. Last September there was a complaint that Royalodds Casino was not responding to emails and not paying out. Look at the name of the site , and the overall look and feel of the place. Also the name is a dead giveaway to a website primarily interested in self-promotion.
Most websites try to rank high in search engines, etc.
In other words, in the text of the page. Some webdesigners will try to hide keywords by making them the same color as the background color, thus rendering them invisible. Most search engine companies consider this spam and will remove and ban sites that practice this sort of deception. Here is an example of a site that forgot to change the font color. I think not .