1. The Deluxe Edition has some extra sticker packs to get you started.
2. You get an extra random character, the Z7 Imp, two hundred thousand extra coins, the emoticon pack for zombies and plants, and another sticker pack for both plants and zombies.
3. Did you buy it hard copy? If you bought it hard copy there's a redeemable code in the case. If you bought it digital, press the menu button on the game and choose to "Manage" the game and the deluxe edition content is a separate DLC. You'll need to do the management part in both cases btw.
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