Investors always seek for the platforms performance before pouring some money on their tokens created this is why Betfury needs to perform well and offer more unique utilities to their tokens which didn't been offered yet by their competitors. Also they need to conduct more promotion with extended efforts on other marketing stuff since for sure they will get the best result out of it.
New unique features and utilities are a good thing for any project because it almost always has a positive effect on the price of the token. However, in the case of BFG, it seems that the Betfury team has run out of ideas about the further development of the BFG token. At least I can't explain in any other way their decision to stretch the BFG mining for 53 months.