In Albion, everyone contributed to the territory attacks, especially in big guilds, but in more subtle ways. I quit the game shortly after it became f2p, so my information might be outdated, but this is how it worked: every month it was the reset (invasion day) in which everyone lost their territories and you had to claim them with a raid party protected by a big zerg. After the reset day, starting from the war camps (which couldn't be owned by anyone), every tower could launch an attack on a certain tower. So basically, alliances owned whole biomes and you had to start with the war camps. Every day at a certain hour each war camp could either be pacified or used to launch an attack, which resulted in guilds having daily ZvZ around war camps hours. If an attack was launched, the gvgers had to move their gear to the tower the attack was launched from, which often required being escorted by a zerg. The cost of the gvg gear depended on the zone (because of the IP cap), but in end-game zones it was very expensive. Because of this, guilds had dedicated gatherers who donated % of their mats and dedicated crafters who donated focus to supply this gear. Albion has a lot of detailed logs, so you could reliably tell if the gatherers donated the agreed percent.
The gvg (20v20 for towns, 5v5 for towers) was the last step in territory control, but as you can see there was a lot of work from the whole guild in this process.
And then the towers could be leveled, which opened the whole cgvg scene. The best part in cgvg is that, especially in big guilds with lots of towers, new teams could get gvg experience without spending much or affecting the guild negatively.
This also concludes why I quit: all that activity not only takes a lot of time, but also requires people to log in at a certain time every day. Then you also have season-related stuff (mage def, mage raids, maybe castles). If you play about 30h/week, you have no time to do anything other than guild-related stuff and if you're in a bad guild, a lot of content is locked from you. If Fractured turns out to have the same model, I'm not sure this is the game for me.