I don't think "guild" has gaming baggage except to gamers? I think of medieval history.

That's part of what I mean by gaming baggage, it's generally not a common word in contemporary English parlance unless you are a gamer or a history buff (and obviously there's an overlap in that Venn Diagram; part of why games use the term so often is how much medieval-inspired fantasy infuses the history of videogaming).

Though the medieval history is its own baggage as well that would likely keep Discord from wanting to use the term publicly in sales marketing: medieval guilds were predecessors to modern unions and there's at least a few potential enterprise companies that would balk at using a union term for chat groups.