Geez Scamp, you like trolling don't you? Care to insult me again?
As Futu indicated, the lack of advertising had a direct effect on player numbers, as did the level cap and enforcement of rules resulting in multis being banned (i.e., falsely inflated numbers). Additional factors include: an increase in phone app games, continuing international economic strains, an aging game, competition (with active advertising), etc and so on.
As it is, the West game is above the international average for browser games, as far as player retention is concerned. But player retention is not enough, it needs a regular influx of new/returning players, and the lack of game advertising for over a year has taken its toll. It can recover, if Inno opts to install an advertising budget for this game.