Recently I heard a lot of statements about the ping on EU not being a lot better than on NA even for people living in europe. I feel like I have to share my opinion on this, since at least for me that statement is totally wrong, even though I cant speak for other europeans of course.
I played ESO since beta on NA (even though I live in Europe) for over 1.5 years and left my account with 5 million gold and all hard mode trial achievements behind to switch to the EU server to experience and enjoy the nice ping of about 60-80 ms compared to my 200-250ms ping on NA. It makes a huge difference, especially in PvP and stuff like Maelstrom arena, where split seconds decide between killing or dying.
I hope Zenimax does NOT decide to move to one big server, since that would destroy the latency for at least one big group of people and thus pretty much exclude them from challenging endgame content.
Cheers!