I think it's great you are working on this.
An interesting dynamic would be player influence on the faction that controls a region. This is probably a combination of server and client changes, but since you said the sky's the limit, so to speak. Imagine the fun of having a true struggle within the game to where your character can actually liberate or oppress a region. That would add a whole new side of PvP battles.
Customized Spell effects. One person has a funnel for a wind related spell where someone else may have a simple gust of wind.
That's all I got at the moment. If something else strikes me, I'll drop it in here.
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