How many generalizations can be made about these two deck types? All the others are tied to core combat abilities (Weapon/Spell) or are homogeneous enough to choose among easily (Armor/Blessings). If a new player needed guidance deciding between these two card types, what could you say?
Allies often give additional explorations.
Items sometimes give Skill boosts that can be held in-hand indefinitely.
...?
I think about the only generalization you can make is that allies often give explorations, as you've already said. Other than that, there is a lot of variety in both. Even more so when you look at any particular adventure path.
I guess you could also say that many allies also recharge to add to a certain skill check.
Items are probably the most wide spread in terms of the effect they have. Some of them let you succeed at stuff, some add to checks, some let you make a combat check, some let you move. Some reduce damage. They are all over the map. Some even explore.
Are you asking about advice for a new player when it is time to take a card feat? If so, then I'd base that either on what cards we have on hand to fill that card feat slot or what cards we've seen but not had the space to keep. If I'm seeing lots of items I'd like but don't have the space to keep, I'd more likely take an item. If I'm having a hard time getting enough explorations, I'd probably take ally.
Also keep in mind that Item seems to be the most likely Loot type in general (due to MacGuffins tending to be Items, I guess)
Also, I'd say it comes down heavily to party numbers - in a 6-man party, you probably need to max on explorations (blessings/allies); if for some insane reason your going through S&S solo with Seltyel, however - you better make sure you have space for all the Battered Skullcaps in the world...
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It's also highly dependent on the powers of the character. Some characters can do cool things with allies (e.g., the druids with Animal allies, Olenjack); others focus on a particular trait (e.g., Enora and items with the Book trait). I'd nearly always take an Item card feat on Enora before an Ally feat, and vice-versa on the druids / Olenjack.
Chief Technical Officer
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They're pretty diverse card types. About all we can say is what we said in the rulebook:
Item: Item cards have a wide variety of effects. Many of them help with non-combat checks.
Ally: Ally cards often help you with checks you attempt, and many let you discard them to explore again on your turn.