Free bonuses
Occasionally visit the main menu to see if a free bonus is available at the Tavern. This is indicated by a small red dot next to the Tavern's title. You either have enough credits to purchase a chance roll, or you have a free roll available. These will result in gold, items, or even new heroes.
Upgrades
To upgrade, select the item or character that is ready to be improved, then tap the "Upgrade" button. Gold is required to complete the upgrade.