SOE is marketing EverQuest II not as a direct sequel, but as a "parallel universe" to the original EverQuest. It is set in an alternate future of the original game's setting, having diverged at the conclusion of the Planes of Power expansion (the lore is explained in an in-game book). This allows both development teams to pursue whatever direction they want to take without impacting the other, and allows players of the original EverQuest to continue receiving updates without forcing players down a specific path. In that sense, they are two completely separate games bound together by name only. Players of the old EQ will find many familiar places and characters, as well as "heritage items" that are similar in name and function to items known from EQ and can be gained via heritage quests.
Like the original and other commercial MMORPGs, EQ2 requires a monthly fee (as of January 2008, US$14.99/month) to play the game. A free play period of 30 days are included with the purchase price of the game. Subscribers can opt to pay an additional monthly fee for extended services, such as an online item database or hosting of guild websites. Players can also download a free trial, Trial of the Isle, which allows players to experience the beginning steps of the game for free before dedicating themselves to a monthly subscription fee. Sony introduced another free trial, Play the Fae, with the release of the Echoes of Faydwer expansion, allowing players to create a character of the new race, the Fae. The trials offer the full range of gameplay, however, players are forced to stay in the starting area of their alignment until they purchase the game and commit to a monthly fee.
In Europe, the game is published by Ubisoft at a monthly fee of ?13.49. The monthly fee in the UK is GB?9.49.
In February 2005, EverQuest II began allowing players to place an order for pizza delivery from within the game, with a simple and easy command typed into the chat bar, "/pizza". This promotion has since ended, but generated significant press for the game.
In June 2005, SOE introduced Station Exchange to EverQuest II. Station Exchange is an official auction system¡ªonly on designated servers¡ªallowing real money to be transferred for in-game money, items or characters.
In March 2006, SOE announced that it would end its Chinese/Korean operations for EverQuest II, which were being supported in the region by Gamania. The beta period for the game in China/Korea ended on March 29, and on March 30, all Chinese/Korean accounts were moved to the US servers of the game.
In July 2007, SOE introduced magazine EQuinox, which is the official magazine of EverQuest II. The release date of this magazine was August 9, 2007.