Its his archetype. He’s a jerk protagonist and the show fully treats him like so. He’s constantly trying to take advantage of people, specially Darwin and has a massively inflated ego. Big part of the comedy is meant to be watching his plans deservedly blow up in his face.
His siblings suck too: Anais once tried to commit piracy at a movie theater and wanted to watch a horror movie at her age because she thinks she’s seen horror but what she saw doesn’t count.
Yeah, he’s a schemer who will always try to take advantage of others, and the comedy comes from his plans failing. That last part is important though, because if he’s successful then he’s just a successful jerk. Good characters are often governed by specific rules, which help ground the characters and make them seem more real. Because if they aren’t limited in some way, then there is no room for failure or growth.
For good examples of this in action, look at Looney Tunes. The characters were governed by very specific rules which the creator wrote out right at the start. Bugs Bunny will never start a fight, but will always retaliate. Because if he starts the fight and wins, he’s just a bully. By having him be victimized first, he’s seen as the underdog who is rebelling against a bully. So in any given scenario, we as the audience come to know Bugs won’t throw the first punch. If he ever does, it strikes us as distinctly out of character.
Daffy Duck, in comparison, will always start a fight especially when he’s obviously going to lose. Because if he starts it and wins, he’s just a bully. So the comedy comes from us as the audience knowing he’s in over his head. If he ever backs down from a fight, it’s only for comedic purposes and he’ll eventually return to continue fighting (and losing.)
Gumball will always scheme and try to take advantage of others. It’s a character flaw, which the writers use to create interesting scenarios. Put Gumball in a situation where he sees an opportunity, and he will take it. And that leaves room for failure.
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