Well, I can't offer you much in the way of a fix, as I'm on PS4 and not a computer guru. But if you can't find anything addressing your problem through Google searches or forum queries, I'd recommend reaching out to ESO's tech support. There's a link above on this forum site ("Support") that should direct you to their support page; I'll also post a link below where you can submit a ticket to them directly. Just describe your problem in as much detail as possible, maybe include screenshots if you can, and hopefully they'll get back to you with a fix within a day or so. You can browse the Support FAQs too to see if there's anything else you can try while you wait for a reply from tech support. It could be a compatibility issue, a corrupted file, a problem with the installation, or a host of other things.
Not sure if its the same problem for you though, cause for me pressing play takes me to login screen ok, but then I cant login. Could still be related and problem just acts different for you cause you are trying to play for the 1st time...
Good luck!