Binance listing usually are great for the project, some early investors, and Binance itselfs as they usually get a huge ammout donated or are already invested into the project, besides the fees they will collect from the first days of trading, and till the day they delist the token if ever.
Whales at Binance usually drops and wait the market selling to end and start buying agressive making new ATH for this new tokens, as the circulation usually is very small, soo whales are able to collect huge ammounts, play futures and shake both ways while earning money. There are always opportunity to make money, but isnt for all, i had participated into several of the new listing and was able to profit into a few, or sold too early and missed a huge Return, the risk is associated, and if im not wrong they list the coin and bookmark it.