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The retail/ESO site purchased copies of ESO are separate from the Steam game. If you buy it on Steam you can't link your previously purchased account to the Steam purchase, so no its not possible to make your current ESO account merge with the Steam ESO. If you buy ESO on Steam you're buying an all new copy of ESO and will need to pay a separate subscription fee for a second ESO account.
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so I can't login with the steam client? not asking if I can merge the codes (was thinking of giving that to my friend) but if I will get steam cards if I use the old account with the steam client