I am just gonna make a quick suggestion; What if we could purchase DLC with in game gold. Using League of Legends as an example, I am treating DLC as a new Champion. New Champion/DLC can be bought with IP/Gold or RP/Crowns. Of course just like LoL, the release of the Champion/DLC has increased IP/Gold cost but later gets reduced. (First bit looks kinda hard to read but if you read the second option, that is relevant, it makes more sense)
Why do I suggest this? Because the game will seem less as a P2W with its locked content. If I could purchase content with gold it will increase my positive outlook on the game and will most likely increase the chance of a positive word-of-mouth review. As we all know, positive word-of-mouth reviews of a product greatly increases our chance of buying the mentioned product. Basically Friend Review>Advertisements.
So what ya think of mah suggestion? I is not trying to be a cheapskate but I just think locked content in a game will leave a bad impression on new players.