I play ESO. The game did not have a stellar launch. There were a number of problems with it back then, but I feel that since the launch, Zenimax has done just about everything right. The development pace has been pretty impressive. Aside from adding some pretty engaging content to the game, they've fixed nearly every gripe I've had about the game. The one remaining complaint is that VR levels are pretty slow and grindy, but those are on the way out too.
On going buy-to-play, I don't think it actually has to do with the subscription numbers, which were pretty healthy any time we got a peek at them. I have heard no confirmation, but I'd bet it has more to do with the console launch coming soon. They really can't charge console players a subscription fee on top of the PSN/XBox Live fees, and they can't give console players a free subscription while still charging PC players - either of these things are sure to cause tons of outrage and cost them sales/subs. So instead, they just went B2P across the board.
On going buy-to-play, I don't think it actually has to do with the subscription numbers, which were pretty healthy any time we got a peek at them. I have heard no confirmation, but I'd bet it has more to do with the console launch coming soon. They really can't charge console players a subscription fee on top of the PSN/XBox Live fees, and they can't give console players a free subscription while still charging PC players - either of these things are sure to cause tons of outrage and cost them sales/subs. So instead, they just went B2P across the board.