The game is very expensive. You are not only competition with MMOs but other genres as well.

Let's check the new ESO model. ESO+ $15, 3 Battle passes $60 which is $270.

If WoW or FFXIV release an expansion WoW ($230 and FFXIV $220)

Then there's RuneScape that's $168

These are all non bulk buys, so you are just simply subbed every month

Then if we look at idk PoE2 that is $40, has microtransactions, gets new content every 3 months ($40)

Diablo 4 that is $40+$40 for the most recent expansion and they get a new season every few months then charging you $10 for the battle pass 2025 had 5 seasons so thats $130 for all the Diablo 4 content annually give or take... so you still have $140 you could spend on super expensive $25 skins if you wanted.

Marvel Rivals selling $10 battle pass and individual cosmetics.

Fortnite crew being $11 a month, that gives you access to the current battle pass and exclusive crew rewards.

The main thing I'm getting at is, while I love ESO it needs to charge according to the market and its price tag hardly matches with what its competitors are offering at lower price yields.

I think the price for ESO+ should be $15 a month to match its competitor and every 5 months should give you a battle pass "token" making $ESO annual price $210 which is still cheaper than its competitors but you have the crown crates and other microtransactions to make up for that $10-$20 difference)