In online computer games players form groups called Player guilds who perform some of the functions of ancient guilds. They organize group activities, regulate member behavior, exclude non-conforming individuals, and react as a group when member safety or some aspect of guild life is threatened. In games where fictional "building" is possible they may cooperate on projects in their online world. The practice was taken from the Guilds in the quasi-medieval settings of the role-playing gameDungeons & Dragons. The first computer implementation was in the ground-breaking MUDAvalon. The first graphical online RPG to provide guilds was Neverwinter Nights, which ran from 1991 to 1997 on AOL. guild wars is also a guild game in which guilds fight each other and loot etc.
as for the demand for guilds in D3 everyone likes playing together in most games guilds have some way of idenifies themselves, colours flags, a tag in an account name, so having this ability or option in D3 is want people want. to be able to show they belong to a certain group, previously in the diablo series all you could do was apart from a tag in you account/char name was give you word, not that is any guarantee, as more often that not people would lie just so they could say they were part of a cool group, in the early days of Diablo the guild "inferno" quickly established itself as the supreme guild many nobodies/noobs claimed to be part of it.
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-Humankind cannot gain anything without first giving something in return. To obtain, something of equal value must be lost. That is alchemy's First Law of Equivalent Exchange. In those days, we really believed that to be the world's one, and only, truth.