The assumption of this post is that there is a problem in the current PvP culture with transience that relates specificially to in-game reward systems. A secondary assumption is that these systems may be modified in order to make GvG guilds less transient.
I've been in a few guilds over my in-game lifetime, and have been very interested to observe some marked differences between PvP (namely GvG guilds) and PvE guilds. At first, I attributed the differences to "stress-level" of gameplay. I figured that because GvG's required more intense coordination between players, and that required more social interaction which can lead to more conflict... i.e. greater chance of guild implosion. However, under closer inspection I decided this was most likely not the strongest factor as HA requires similar levels of coordination... and through my experience has led to a much less stressful environment. I have not yet been in an all HA guild, however my experiences with HA have been less stressful, drama-inducing, and generally more rewarding per match than GvG.
I may be going out on a limb here, but I decided that the marked difference between HA and GvG is the ratio between risk and reward (more later). I think this is why there is such a large turnover in GvG guilds.
RISK
Rank -
Ranking was meant to give players an idea of how they fared or "ranked" in relation to other guilds. It orders guilds in terms of team rating. However, those of us who have struggled with rank know that around the 2k mark one single match can markedly increase your rank. I have gone up 2k rank in a single match! This number range isn't the important point... the most interesting point is that wherever MOST of the guilds are, that's where teams suffer the greatest loss when they fail to win and conversely the greatest gain when they win. In other words, the modal area is also the area where rank changes are most pronounced.
Getting rid of the visible ranking system would make GvG less visibly risky for the majority of teams, and reduce the system to rating in a simplistic form. This would also reduce the visible rewards as well as losses when GvGing and make the overall gameplay experience less exciting... and perhaps more boring. Sadly, I do not think that this should be modified (with the well-being of the guildwars community in mind). Secondly, you can't make a culture forget and the impact of the ranking system would never be forgotten. However, it is interesting to ponder a PvP community that is not so rank-hungry... hmmm. Maybe they should be hungry for something else.
INVESTMENT
GvG is perhaps one of the most investment intensive areas of gameplay, arguably the most intensive as you cannot plan every detail of a match somewhat unlike elite missions. However, the benefits of GvG are unproportional to this investment in my opinion. HvH requires little investment, players can start a game with little preparation, and they receive faction, tournamet rewards, and points towards commander titles. GvG in comparison requires the concerted effort and scheduling of eight players, four of which must be of the same guild, possibly the use of Vent if you really want to win and a preconceived build that has been tested or investigated by many members of the party. Although you can obtain faction very quickly through GvG and participate in tournaments, the rewards pale in comparison to HvH when you take into account INVESTMENT. Secondly, faction (although fun and important to the development of primarily pvp accounts) is not special. It, as a reinforcer, is weaker than other more rare or coveted forms of reward. Faction = white, titles + rewards = green.
Champion titles would be a shining light in the storm, however guilds with ratings of 1200+ are hard to find, and harder to join. Many non-hardcore gvg'ers and players without impecable skill will most likely never get one point, no matter how many matches they play.
Automated tournaments have done much to increase visible rewards to PARTICIPANTS of gvgs, not only winners. However, I don't think that they do enough to quell the rank-hunger that is in my opinion making teams more transient and less skillful.
Recommendations: Add a title for GvG victories for lower teir ranks (or just victories in general). In addition, attempt to increase participation in guild v guild automated tourneys (special weekend, anyone?). Overall, try to make GvG more enjoyable and less about rank farming.
Oh yea, thanks for the awesome game ANET!! gg
