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Like any MMO, or any game for that matter, they'll keep it going so long as there's still a strong following...
Adding to it is easy enough so long as it still fits within the time period...a very good example would be Star Wars...look at all the books that came out to fill in the gaps between the original 3 movies...then the books that came after A New Hope (SW:VI)...and of course the cartoons, etc that filled in the Clone Wars from the 3 prequels...
You can even see how stuff was added into the other POTC games...so long as you still use the key players, introducing new places as well as enemies is as simple as imagining them...creating a back story, then adding it in...
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