They just need to more market advertising for having strong partnerships with fund-rising pools.
What they need is for them to release their BETA version to boost investors confidence during their ICO. Every investors are not aware that most ICO that selling exchange platform as their product only delivers words but never an actual exchange platform. So for now if anyone want's to gamble on an idea and promises then This project is best suited for them.
Of course, in order to keep users engaged need to show that the work on the project is underway. I think all interested people are waiting for when there will be a demo version of the exchange.