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You can't. 'Any Alliance Upgrade' just unlocks all playable races in the Character Creation menu. But once you've chosen your Alliance you can't change it.
Edited by andreasranasen on February 20, 2017 3:10AM
But people keep discussing the option of "alliance change" all the time, so who knows? Maybe someday they will make something like that...
As I usually mention when this comes up, I wouldn't mind some alliance change option - if done -right-!
As in, not just a service token that pops you over to a different alliance, but... some drawn-out guild-DLC-sized cloak and dagger (well, in ESO... hood and dagger, maybe?) themed questline, beginning with an "loyalty called in question" plot, where you then get to make a very big choice - stay loyal to your alliance and find out who the real traitor is that framed you, or escape the agents hunting you to defect to another faction, grabbing some secrets along the way to bribe your new masters into taking you in...
This sort of questline might even revisit some known locations, places used in the old story questlines with new enemies... thus reusing some of what used to be "one-off" locations here and there. Might also benefit from a new location, some neutral "diplomatic meeting place" city somewhere between the alliances (isle of stirk, maybe?), where the spies can meet to spy hard... and speaking of spies, also including some familiar faces... After all, who would not love to slam a porticullis shut into Razum-dars face moments before you join Naryu on a boat to Morrowind?
Also, there could be nifty titles for your choice. Like "[original alliance] Loyalist" if you remained, and "[original alliance] Defector" if you turned traitor...
And there also should be consequences in PvP.
For one, while you can't just loose your alliance rank (because those come with skill points you may already have spent), you may be required to re-earning in your new alliance it before you get to advance any further...
For another, noone trusts a defector right away, so it might be plausible to have reduced AP gains for quite a while... or increased AP costs for the new alliance vendors, reflecting the lack of trust.
For third, your former comrades will be feeling somewhat vexed at the "betrayal" and eager to dish out a hefty dose of "justice" on the battlefield... and gain triple AP for taking down such a "traitor" or something like that... could even be a special PvP mission, with "traitor" indicator floating over enemies who defected from your alliance as long as the mission is active...
Factions are a funny thing. For one they definitely do make Cyrodiil PvP more engaging but it definitely does restrict the playing with friends in Cyrodiil.