How about instead of having expansions simply add to the current world, they instead change the old world? Let Kelethin be overrun by Dark Elves and Orcs for an expansion and then have the Wood Elves retake it in another. Let Mistmoore be cleansed and turned into a new starting city for another race. Let Firiona Vie sink into the ocean after an epic battle, creating a new underwater zone controller by ghouls.
Adjust starting zones, mid level zones and raid content throughout the life of the game. Create new weapons and equipment that can only be acquired until that zone changes again as the lore dictates. Make the world dynamic. Make it feel like its a living, breathing entity.
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