Like most MMO betas these days, later this month invites will go out for specific play sessions -- meaning, there will only be certain windows in which to wrack up some playtime. According to the FAQ, every beta will have a different purpose and focus.
Initially, the betas will be held on weekends (similar to Guild Wars 2), and as time goes on, more events will be held with more participants. Pretty standard stuff.
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destructoid's previous coverage: The Elder Scrolls Online