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I think the best change of the year are the free packs, whether they are login rewards (like the 6 year anniversary pack we got a couple days ago), or the 1 gem packs in the bazaar.
Why I think it's the best: it gives you a leg up on some things, and gives you access to some premium content like event coins. It's really exiting to use the items, ie. castle chests, and it can really highlight the event/holiday.
My hero of choice: Lazuix