I'll admit I am not an experienced PvP player, but I understand the appeal and appreciate the skill involved. To me GvG is boring and probably doesn't satisfy as many players. My idea presents a guild oriented PvP. I understnad some of my ideas will be controversial but hope to get a friendly (key word) and constructive (also a key word) discussion going. If we can figure this out it will add a new element that players will have fun with, and promote guild activity, pride and loyalty.
My idea basically tries to apply the PvP ladder to guilds. Guild A sends a declaration of Guild War to Guild B. Guild B can either accept or deny the War. Once accepted all active members (non-purple dot) become eligible for attack. For the purposes of the War, I would say GvG Attack Range would be appropriate. No personal XP will be lost, but each target's XP (contributed to the guild) can be taken (and possibly even partially syphoned). Therefore Guild XP is up for grabs. IE this is not an XP Loss Free form of PvP
The war could last a designated amount of time maybe 3, 5 or 7 days. Each successful attack could be +1 each successful defense could be +2. Rewards to the winning guild could be automatic RP. I think this works better than the PvP ladder itself as I don't want to limit Wars to a Guild Level Range.
This will promote guild activity and guild pride. It could provide more business for buff sellers as Guilds will look for people to buff them during a War.
And in the end if a guild doesn't want to participate they don't have to.
I encourage all comments and suggestions, just please don't derail this as I think it could be a fun addition to the game if done right.