Who is our target audience?
Are we trying to bring kid with almost no income, gamer who spend occasionally, web2 gamer, hardcode gamer, adult that spend money in video game each month? You can add the description of your choice.
I think for mass adoption we need to have something for all of them but specially for the free-to-play. So they can discover the IP and then decide if they want to spend money in the game. (Ecosystem)
Airdrops and Rewards
The airdrop is a good idea to bring new peoples in. We can expect some of them will receive the rewards and decide to spend it on the game at the launch.
Addressing Financial Barriers
To enhance mass adoption, we need to ensure the game is enjoyable for both those who don't want to spend money and those who do. Not everyone can afford to spend $100 to play Illuvium for a day. I don't want to play the overworld and be thinking that if I don't sell my Atlas I will not be able to play in T1. again. While selling what you find can offset costs, being unable to sell can create a financial barrier. Implementing a rewards system allowing T0 players to access T1 content occasionally could help. I know bots may be a big problem but we need to develop system that can fight again that.