Shitpost alert, but at the same time if you are serious about why NA seems more exciting which I personally agree with I think its based on 2 main things, and it has nothing to actually do with the play quality or even the players themselves which is what is sad about it.

I think the casters in NA are generally more appealing, and a large reason for that is they have been there for generally longer. EU used to have similar or arguably better casting in my opinion with Deman and Joe Miller but unfortunately after they left it became far more barren, resulting in realistically Krepo and Deficio being the best EU has to offer in terms of casting personalities.

A 2nd point, I think a lot of the migration of popular players from EU to NA and a lot of the roster swaps being less covered by media as a whole, you end up getting worse fan retention in games and less developed personalities to follow. I think Riot should focus on improving the personality showcasing in EU even more than they do in NA, and highlight players particularly new players who are doing well because the EU scene in general has less following on Twitch be if because of language issues of players making them have smaller individual fan bases or less organization/sponsorship push to stream again making personalities less popular. It may be asking a lot, but structuring EU to be a more homogenized system like NA and spotlighting players more frequently as well as inserting them into more casts/table discussions etc I think is the way to go personally.

I have always been a fan of good lol play in general, and seeing regions collide at MSI and Worlds regardless of results. Having storylines that are popular across all regions for the teams is great, because it heavily increases the investment and fan bases for the teams. I don't think we need the equivalent of CSGO skin gambling to increase fan investment into teams, but spotlights, and things of that nature should definitely be emphasized I think at least.