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Like many other games, the seasonal pass usually provides a portion or more to allow the player to buy the next pass completely free or with a sizeable discount.
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Provide buffs to player experience gains (especially attractive to new joining players).
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Player proficiency buffs.
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Warrior & mount taming rate increase.
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Warrior & mount exp/proficiency buffs.
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All rewards are weightless and account bound so they aren't able to be lost.
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More challenges. The challenges presented currently are extremely time & resource intensive. They are not conducive to what this game largely focuses around (team play, with usually varied roles making it very difficult to focus on the majority of the current challenges.. or just a very large waste of time and not enjoyable). Tailor it to the varied activities that players end up getting tasked with for both pve and pvp.
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If you purchase the battlepass it should be available to at least one permanent server type and the seasonal server.
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Allow an overlap on purchased season passes for players to ensure they can complete it (this will make players less likely to sit on the fence as to whether or not they will buy it).
Very few people such as myself tend to buy battle passes for such reasons as I have listed. If you can implement these changes I believe it will create a greater likelihood that players will purchase the pass and it will incentivize continued player engagement.
Upvote for attention please!