I'm new to the game and only been playing for a couple weeks or so with a single level 40ish character so far. And shy of 40k AD at the time of posting. What stuff is a must have from the ZEN store. I'm not one to buy consumable buffs and I value permanent items with cosmetic things a low priority unless bundled with several other things that would be of useful value. Things I know for sure I want is more character slots which some of the packs appear to have along with other things to which I'm not sure what all is what in them at the time of posting this. I assume they would be of value as long as most everything they come with are wanted so that the cost of the pack is less than the cost of the individual items. And last but not least is it worth exchanging AD for ZEN to save on real money spent? Thanks for any help.
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Otherwise anything useful from the zen store can also be bought with AD, so really it boils down to how fast you want stuff if there is something you want.
Coal wards and preservation wards are worth because you can either use them or sell it at the auction house.
Mounts from zen markets are claimable by each of your characters, if you play more than 1 character it can be worth.
1. For the quality of life: VIP
2. For cheap storage: character slots
3. For account wide mount, companion and most importantly a big bag for every character you have and you will have: Dragonborn pack. A great companion buy with #2. Dragonborn itself can be useful too if you can deal with the look.