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It hasn't exploded all over the gaming sites, it has been spammed all over the gaming sites. It's run by a Chinese former WoW goldfarmer who figured he might as well cut out WoW altogether and just start his own game where he sells items directly.
In terms of gameplay, it's more like Civ than like WoW - to the point of actually taking descriptions and artwork straight out of Civ, although it has stolen artwork from other games as well.
Oh, and it also has a gambling feature, where people can gamble with the in-game money which they bought with real money.
Basically, it's a blatant attempt at creating a game which milks its users for as much money as possible. My prediction: it will rake in billions.
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