I added a launcher into my library and it worked just fine.
I haven't done anything extra besides this.
Maybe it is worth mentioning that i ran steam client under admin account.
Edited by Den1s on April 1, 2014 6:23AM
Do not meddle in the affairs of wizards, for they are subtle and quick to anger.
Steam > Library > Add game (bottom left corner) > Add non steam game > Select the launcher.exe
You can then right click it in your steam library and select create desktop shortcut, change the shortcut icon to the icon in your ESO folder and then you don't have to go through steam to load the game, using the shortcut will do it for you.