Sprite packs, e-books, in-game music, tools for transferring data to other games. A lot of it isn't even needed.
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Here is a good DLC guide: https://www.strategygamer.com/articles/crusader-kings-2-dlc-buying-guide/
Personally I'd replace The Reaper’s Due as one of the essential expansions, with Charlemagne.
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Paradox are quite fond of money, but it's also one of the most transparent companies out there, being very open about their strategies and even talking about them in videos they put out, not hiding the fact that yes, they're in it for the money. In comparison Humble is far less transparent.
But really, what is there to know here? They're giving out an older title for free, in the hope to earn some goodwill and extra sales in the long run.
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Just add it to your Steam library, it's free to keep.
Announcement via Twitter
For ASF users: !addlicense asf 262718 (thanks MelNef)
If you are for some reason unsure if you want this game, this was a nice appetizer on Twitter:
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