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I'm a old DAOC (Dark Age of Camelot) player, and I really enjoyed the open world 3 faction pvp and siege warfare with hundreds of players fighting in the same area (yes the lag was real, lol). This open world and siege warfare may be a good idea for a grand company alliance pvp system (24v24v24). I understand something like this would be a big undertaking but am sure it'll be really enjoyable if done right.
We already have faction vs faction vs faction in Frontlines and something like siege warfare in Rival Wings. PvP's main problem is the true PvP community has mostly been run off by the abundance of bots there for the sole purpose of gaining XP.
Honestly, PvP should be something completely separate from the main game. I know many people need incentive to PvP (or do anything at all for that matter) at times but PvE XP was not the best idea for PvP.