Let me start off by saying that I'm a big ESO fan. Despite its issues, I think it's the best MMORPG Sandbox out there. I've played it since beta on PC, and moved to Xbox on console release. There are not many games that can compete with ESO but the player base is still far from where it should be, considering how massive the game is. So of course, because of how much I like the game, I always try to get my friends or relatives to play it. The results are not surprising to me, but might be surprising to ZOS because at least from my experience, it shows the money is put into the wrong place. I'll put it in bullet points to make it easy to digest, with the most mentioned to the least mentioned.
It's important to note that ALL of the people I asked showed interest in trying the game and did give it a shot. Reasons why the people I ask didn't stay with the game for long or don't want to return:
The animations are awful, especially the running animation
Yep! This is the number one reason. This was mentioned by almost every single person that tried the game. You might think that' its a non-issue, but you' be surprised how many people don't want to play ESO just because they can't stand looking at their character run. It's especially stark when you come right away from a different game. There's a very good reason companies focus now on the presentation of the playable character. I think just redoing some major animations that players spend looking at 90% of their play time, such as walking or running, would make a massive difference and YES it would bring some people to the game.
The graphics are bad
2nd most mentioned reason. I think It's a pretty MMORPG, but I agree some things such as lighting can be improved. I believe most of the comments about graphics were a result of bad animations though. World of Warcraft has fantastic animations and that's what makes it look "nicer" compared to ESO. Anyway, whether you like it or not, visual presentation is what makes people try the game, and content is what makes them stick around.
Imperial City needs a refresh, Cyrodil needs a refresh
This comes from the PVP players that quit, or PVP-focused players in general and that player base is massive in any game that respects PVP. Cyrodil is boring, There's no attachment to castles. It's just constant running from castle to castle without caring if you'll lose it or not. Black Desert Online has much more interesting systems that keeps players involved. Imperial City is great but depressing and needs a rework. Arenas are great, but matchmaking is awful. People sometimes wait few hours for a single match. Some love for PVP would bring a lot of players.
Why they keep adding new zones and quests? It's overwhelming already!
Ok, now this is a massive issue and I share that view. The game has so much PVE content (and most of it behind a paywall) that new players are right away overwhelmed. And you know what? Adding even more zones and quests is ZOS's absolute focus. It honestly scares every single person I talked with. People are mind-blown that this is where most of the money goes. And it doesn't help that the zones are extremely boring because of lack of challenge. You do this super long questline to defeat a boss that dies from a slap in the face. Many suggested VETERAN VERSION OF ZONES. The same zone, veteran server, much harder and requires a group like in a dungeon, but rewards are of much much better quality. This would make it exciting to explore a new zone in a group.
In the 1st hour of gameplay i don't have space in my inventory...This game is a chore! Oh wait.. I have to buy a subscription
We know it won't go away, but new players being greeted with inventory management within the 1st hour of the game is not great. It really discourages people from continuing before they discover what the game really is.
Conclusion:
So here it is. I know that this will not align with the opinions of the majority on these forums. You are on these forums because for the most part I assume you like and play the game. The opinions I've listed were gathered over the years by me from people who quit the game or gave up after a short run. I agree with most of it and it made me realize that some general improvements to the game's presentation and mechanics would bring much more players than adding another 100 quests. There was not a single person who complained that they don't play ESO because there's not enough content. It's the opposite. It's too much.
Anyway, I don't want to argue on whether this is right or wrong. I simply gathered some opinions directly and wanted to share my findings. I hope this will be useful to ZOS and they'll consider it, when planning the future of ESO.