Ghost are gimmick band. You can like or dislike that fact, but it remains a fact, and anyone who tries to debate that is delusional.
I find it quite revealing that most Ghost fans praising the band online usually talk about how great the show is, but much less so about the songs or the performance or the albums.
Screens, props, costumes, that's the main talk. Music is secondary. That's the difference between Ghost and Alice Cooper, who is also extremely gimmicky, but still focuses on the music.
Nobody would know Ghost today if they never had this intense show-image from day one.
I saw Ghost live during their very very early days, it was one of their first 20 gigs. I think it was their very first show in Germany. Even back then, it was visually impressive. But musically, it was absolutely forgettable. Bland, boring, much too soft for that evil stage show (it was much darker back then). If that band I saw there had no awesome costumes and theatrics, nobody would have cared. They would never had gotten a chance to make it big.
For that reason, I actually applaude the fact that they became pure pop in recent years. It's more honest. They always were a gimmick pop band from day one, but in their early days they were trying to hide it, trying to fake Metal credibility. They don't do it anymore. They go straight commercial, and while I don't find this very interesting, it is at least honest, and I can respect that. My credo always is: do what you want, but be honest about it. Don't pretend.
They may write extremely commercial pop songs, but at least they are GOOD pop songs. I rather hear a good pop song than a forgettable Metal song, like the ones in their early days.
I still weep for Tobias Forges previous band Repugnant. Their sole album Epitome of Darkness is pure greatness, and they kicked ass live too. They surely didn't need gimmicks.