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In ESO players can transform into monsters to help give you distinct advantages in battle. Like pets, each transformation type is part of a monster family. Transforming into a specific monster type will give you distinct advantages over other monster families. To transform into a monster, you would have to obtain a transformation card. There are multiple ways to get new transformation cards.
Each card you obtain will usually last for 50 uses.
Below is an example of the transformation menu. Click anywhere on the image to get more information