I really have to disagree with you as i think arenas are just like playing cod. If you want arenas put them on a pve server.
What makes world pvp fun is the constant taking of another factions home and defending your own(which is not implemented in this game YET).
Also as I have mostly played sandbox games like eve and perpetuum where if you died you lost your stuff so it was not a great incentive to go mindlessly pvping in the open.
I am not saying they need to do that in this game just make it where when people die they drop something like a special token or something.
World pvp has to have meaning and not just going around killing people to get your jollies off.
When your guild has a home and someone wants to take it then thats a reason to pvp.