The main content is meant to be free.
It's extra stuff like guild houses, character slots, and more customization where in-app purchases come in.
and gralat packs. Can't forget gralat packs.
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I don't think Guild houses, or character slots actuall require money just gralats. I don't ever remember paying money for character slots if I remember it was only 7500 gralats and a guild house 12500. But I do guess most people are far too lazy to loot or farming