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The Elder Scrolls Online Makes Hefty $15 Million In Monthly Revenue
(tech4gamers.com)
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Rules:
Iirc that's almost how it was in Guild Wars 1. There would be common areas (towns and outposts, the places without danger/ennemies) and each time you ventured out of them and into the PvE world, it would be a new instance only open to you and your group.