Well I like the idea of useful guild locations. The towers definitely feel dead/lifeless, like there's no use in taking them over except getting little rewards (hats).
I think this would require more of a union of guilds in order to accomplish effectively, though, just based on the number of players of the game. Having a few thousand players online at a time (the majority of which have nothing to do with competitive behaviors) would make it a little unreasonable for people outside a single guild of 25 or 50 members having exclusive access to a specific feature in a game.
Special stores, items, or rewards for participating in the system should be balanced and not absolutely inaccessible to the majority of the community.
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It's not exclusive per se. It's more like a title belt feature where you gotta hand it off to the next guy if they challenge you successfully. You know, not unlike a a statue and a space for your name in the history of sparring tournaments for winning a monthly sparring tournament. I imagine you can probably request specifics for the statue's appearance; hat, sword, shield, pose and such, kind of like in the same way you could customize the furniture in a guild house.
Just thought of another amazing possible feature. In the library with the history books, have the NPC Server or a bot record the battles for control of a guild house, record and serve up access to videos of the battles in the publicly accessible guild house library. Would also be cool if they did this with sparring tournaments.