User blog comment:SleepingIII/Elder Scrolls Online - The Road Ahead (August 20)/@comment-6941549-20140825160447/@comment-5917342-20140826201243

In China free to play actually means free to login, pay to play, pay a lot to have fun. The game's income totally depends on pay contents so they'll make everything in game costs money. Not much fun for players who don't pay a lot. I don't know what's f2p like in Europe or America.