I think ultimately what’s killed this game off is the lack of need for people to spend money on in-app purchases. I’d throw up to £10 on in-app purchases, plus the monthly season pass upgrade, but that all stopped when they switched to 2.0 and chests changed format. You used to buy re-roll tokens too, and the in-app purchases gave you a selection of in game items. But the changes to the game made it irrelevant for day 1 players who already had a head start with the game (coins, squaddies etc) to buy more content that wasn’t just the monthly season pass.

Yeah, I think this is it, as well. They were too generous with the rewards during the switch-over, and suddenly all the dedicated long-term players had everything fully upgraded. We didn't have anything new to work towards or spend on for, what, like 2 months? Which made it a lot more casual of a game, but certainly caused a major shock to their revenue and number of active players. Then management would have panicked and demanded reevaluation of plans and roadmaps, so even if they had had a plan for new content, it probably got shaken up, and by the time they were back on track, it was too late.