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I don't know if it could work, but a long term PVP mode sorta like GW2's giant PVP mode with multiple points to capture and hold could be fun. Especially if there's perhaps even gathering elements involved (like an area is captured and then players can switch to gatherers to gather materials that can be either used outside the mode for crafting or inside to craft more tools to work with).
Well, one of them they are already adding: Criterion Dungeons. I wish they were 1 per patch, though... But we shall see how long its "shelf life" is going to be.
I'm curious on what the chest rewards through the dungeons are... YP didn't open them during the showcase, so I bet isn't just trivial stuff.
The other thing is also already in XIV: Deep Dungeons... however I'd love for them to come earlier, rather than later in the expansion cycle. I believe DD are the content product with the longest shelf life they ever added, from random matchmaking parties to premades going through the harder levels, to even the solo challenges.