Why does satan want to torture evil souls, after they die. what is his motivation, what is his gain?

it seems senseless and irrational that satan wants to torture people in hell for no fricking reason. what does satan gain by this, it almost seems to me like satan would want to advertise his property inn hell as a good place to be, so he can enjoy a greater following, and ultimately gain a larger following than his opposer, god. is satan just a retard, or is there some logic to his scheme.