ZOS, I realize why you are making this transition even though you stated you would not ever do so, you need this game to recoup the money that was put into developing it and hopefully make a nice profit. I can respect and understand that, and I am sure that most other people do as well. In fact if it is done correctly, the B2P could save and revive what was becoming a dying game, which I am 150% in favor of. However, you have to understand that if you do NOT do this right you will further alienate former, current and future players.
I do not see where the current plan for ESO+ will bring you enough of a sustainable income, or that it holds a broad or long lasting appeal. Most of your long term players already have VR ranked characters and do not need exp boosts to level or crafting boosts to begin with. These things are also an unfair advantage that verges on pay-to-win. I do not think that an EXP boost up to lvl 50 for alts and new players to get up to speed would be bad, but if it extends beyond that it begins to impact accumulation of Champion points; and any boost to crafting exp or researching seriously denigrates the time and effort that your current max leveled crafters have put into their characters. Keep in mind anyone that is maxxed on those has to have been an early adopter, so very bad move there.
Your sub perks also offer no real long term value that would incentivize people to continue to subscribe. The crowns themselves are nice, but how much content do you think you are realistically going to be able to develop and put up for sale for subscribers to spend them on? Costumes and guars are great, but they only go so far. You need to focus on the things that have been promised for ages and never produced; such as the thieves guild, dark brotherhood, Imperial City, etc. Lack of these things is why I (and many other people) stopped subbing, leading to your to need to pursue the B2P model. I started on day one after buying early release Collector’s Edition. I wanted to love the game and be loyal, BUT when you released the jump from VR12 to 14 and called it “new” content, I just saw more of the same old grind with nothing “new” added and stopped playing.
I suggest that the following would be a much better system of ideas for transition, and by making your players happy you will find that they want to play, subscribe, and help you grow (including me):
BETTER ESO+ - EXP boost to lvl 50 only, NO other boosts. Subs accumulate a reasonable $$ monthly credit towards permanently unlocking the DLC of their choice. 1500 crowns a month to spend in store. This keeps everyone on a more level playing field, which was supposedly one of ZOS’s main goals from day one by being a sub game. It also doesn’t make those who are financially supporting your game with monthly subs feel like something can be “taken” from them (lost DLC they could possibly have bought outright more cheaply if neglected to sub). I am aware they can just buy the DLC with the crowns, but once again where is the incentive to sub if that takes all of them up and leaves no room for fun mount items etc? Let the crowns be the icing on the cake and not the boosts, I think everyone would be MUCH happier with this outcome.
Now, you need to make those crowns more useful and in high demand by getting us lots of NEW content to keep us engaged and make us want to keep playing. This would best be done by focusing your in-house dev teams almost strictly on making patches and many regularly released DLC packs, both large and small. Some suggestions: the ever longed for housing, jewelry crafting, an Oblivion style PVP arena, other pvp options than the current Cyrodiil zurgfest. Give your players new and exciting things to do that address how blah and repetitive the game can get at high level VR. Being bored on a cool looking guar just isn’t enough incentive to bring me back, free to play or not.
I would also highly recommend making an ESO construction set of sorts. A large percentage of your players are former TES fans, and many of us are skilled TES modders. If it were possible to make a basic CS that allowed interested players to create their own costume designs, role playing items, mounts etc; I think you would get a huge response to that. Allowing players to submit these items to be reviewed for possible game inclusion could free up a lot of developer time so they can focus on more important things, and could provide a constant stream of high quality lore friendly items. This would make the game more immersive and interesting, and give you a large variety of stuff to sell in your crown store that is not buy-to-win.
All mods made with a TES CS have always been the intellectual property of Bethesda, and they have a history of implementing the concepts of the most popular mods into the next game releases anyway; so why not follow suit in ESO? I do not doubt that there are a large number of people who would be happy to spend their time making these items for no further personal compensation than the joy of potentially seeing someone riding/wearing/using their item in game. It would also show some loyalty and value to player input and create excitement, and could include events such as vote for favorites on website, forums etc.
What should NOT be in the crown store/transition at all for any reason is anything that is:
Even remotely pay-to-win, anything that hurts the time investment and/or income potential of crafters and makes it less rewarding, anything that can be directly bought for crowns and sold for gold (ie bind it), anything that is not lore-friendly, direct gold purchase, pre-order perk of any race in any alliance, RNG or lottery items, anything that allows players to unbind items, items that give boosts to anything, anything that nerfs achievement value, anything better than or near in quality to what can be obtained in game or crafted. Any of these sorts of items will likely cause you to lose a lot of players.
Suggestions I did not see listed on the wishlists a ton of times for either game in general or crown store:
Ability to transmogrify items such as in Diablo 3, where you can cause a piece of armor or a weapon to display using the skin of another similar item you have owned. Items that can change the traits on a weapon or piece of armor. Ability to “box” groups of items together for sale on guild stores as a single sale, ie armor sets.