Yup, to gain interest from potential new and old potential investors, they need to work hard in offering something that will earn that attractions to players and also with the investors, I think the team are working behind and they are to continue trying being competitive that's why they are still existing, though it's tough as there are many established crypto gambling site but as long as they are facilitating and there's team working behind there are still possibilities to improve in value.
Buy and hold if you believe that the team will come up with a new improvement that will attract more investors and gamblers to use the platform.
There is no doubt that the Betfury team is working on improving its platform. However, this year I would not expect Betfury's plans to have any significant impact on the BFG token rate. If you look at its current roadmap, you can notice that the Betfury team is only planning upgrades for in-house games, events, interface updates, etc. These kinds of updates will probably be good for regular users as using the platform will become more comfortable, but that's obviously not the kind of thing a potential investor expects.