CCP wants to draw in the largely female World of Darkness fanbase. The game will have a focus on fashion, and CCP will control the theme of that fashion rather than letting players design their own clothes. The game will be based in the Vampire: The Masquerade universe, with an initial focus on vampires before the introduction of the other factions. Vampires will use human blood as a currency; it will be the resource they'll compete over, making human cities the central locations they will inhabit. When mages and other character types are released, they will compete for different resources.
The game will have a single-shard world, with sandbox territorial warfare for control of cities mirroring EVE Online's nullsec warfare. Developers investigated using real cities for the game but found that "real cities were generally boring." Presenters told fans that the team will "be using stylised versions, but they will be named after real cities." Each city will be lorded over by a player prince, who will under rare circumstances be potentially subjected to permadeath. The world's original vampire clans will be available on release, and CCP confirmed that it won't be using vampire generations as a form of leveling system but instead will be doing something different with it.