Just spit balling here, but have been considering the issue of players all congregating at just a few points of interest with no real desire or incentive to break from that mindset. The biggest issue to me is the Emp Ring and the whole succession of keeps that it inspires capturing and defending one after the other. There are few reasons to go into enemy territory, and fight for other objectives, and the travel time to do so turns people away from it. So the idea behind this is to pull people off of the Emp ring by providing reasons to do so. We have the 3 towns, and 3 new(ish) outposts linked to the 3 keeps on the outer border of Cyrodiil. I would suggest utilizing those areas by incentivizing their capture and control with a kind of mini-game that would provide buffs for the Alliance that maintains control. For any of these buffs to take place an Alliance would need to control its corresponding point of interest along with that of 1 or more of the corresponding points of interest of its opponents.

When looking at the towns an Alliance would need to control its own "home" town and if it controlled one of the other towns that alliance would receive an additional 2 seconds of CC immunity. If it controlled all 3 towns it would receive an additional 4 seconds of CC immunity. When looking at the 3 newer outposts that are off of the Emp ring an Alliance would need to control its associated outpost and if it controlled one of the other non-Emp ring outposts the Alliance would get a run speed bonus of 10%. If it controlled all 3 non-Emp outposts it would receive a run speed bonus of 20%. Combine this with an incentive for each alliance to control the super structure (for lack of a better term) of keep, outpost, and town of an opponent alliance by giving that alliance a buff that makes you immune to a soft CC of root, or snare that refreshes every 8 seconds. When you are rooted or snare it would eat this buff instead on rooting or snaring you. it would not make you immune from further soft CC attempts, but give you one get out of jail free card every 8 seconds. This would put the different objectives into conflict with one another so that different groups of players could be fighting for different buffs than their opponents are going for as the same points of interest are entangled with each other for different mini-games, 3 of a kind vs 3 of 1 superstructure. Doing something of this nature would require that multiple points of interest be attacked and defended for control of the buffs to be gained or lost.

The buffs are just examples of very nice PvP related type buffs. They could be anything really, and AP buffs could be used as well. The thing is to make the buffs worthy enough to go after and fight for away from the ring, while at the same time not too nice that no one fights on the emp ring. It would be somewhat of a balancing act that may take some time to nail down. One thing to point out is that these buffs would only be in effect while you held the points of interest. If another faction claims a point of interest that your faction is receiving the buff from, your faction will lose that buff. These are not the type you get for 10 minutes by taking something, you have to hold it to maintain the buff. In this way the hope would be to actually defend these points of interest and the buffs they provide by constantly competing over them.

The main thing is ZOS need to find a way to spread people out and get them fighting in many locations rather than everyone piling into basically 2 or 3. It will take some incentive along these lines to do so. Open to other suggestions as well that could cause people to actually spread out and use more of the map simultaneously.