Please don’t make the same mistake as other mmos did. An ever expanding world means empty abandoned dead zones and a massive game in terms of file size as well as forcing players to level up every expansion which has proven to be unpopular both with players and devs.
Dear Scott, I remember you mentioning once that you would like the game world to be dynamic. How about dynamically changing zones according to who controls them, each zone changes into 4 completely different feeling world environments according to which of the three player factions is in control (plus NPC based factions). This tech is already in the game used by the corrupted portals system.
IMHO, Territory control should be faction wide using an alliance of multiple companies and unguilded players instead.
Fighting for control should take a week long worth of battles. Battles are ongoing and never stop. One week to dominate and one week to defend against other wannabe dominators and so on.
Multiple win conditions are required, tied to a rank ladder as well as leaderboards with exclusive rewards such as titles, weapons, gear, and cosmetics.
I would also introduce more player driven player controlled boss fights both for the defense and offense sides that satisfy both player types ( Player controlled bosses like in Throne of Liberty satisfy both PvP and PVE fans especially with decent rewards).
@Lane thanks for your time and attention 