Ever since the first addition of playable Legendary Pokémon to Pokémon Unite, the Unite (EX) Licenses for them have initially been available for free, as long as players can put in effort in the associated event for that purpose. That associated event is called the "Legendary Challenge", which has a different title for each Pokémon, but the mechanics for the event and its individual editions are essentially the same, as is the effort required for them.
The event revolves around rolling dice to clear spaces on boards to earn coins, which can then be exchanged for the Unite License and/or other items of interest. Each day, one earns a die to roll; if the roll isn't a six, one can roll again for a guaranteed higher value by (progressively) spending coins. If the result of the roll is accepted, the marker on the board moves that many spaces forward, and if the board is cleared, the remaining spaces carry over to the next. At the end of a roll, except on a board clear, one needs to complete one of two missions in order to be able to progress; one of these is an individual task of various objectives, and the other is a team task that simply has someone play as a particular Pokémon. Completing the mission gives 10 coins, while clearing the board gives 100 or 150; the Unite License takes 1000.
Support may be provided in one of three ways. Landing on a highlighted space moves the marker a few spaces forward, which may be an option to (try to) land on rather than rerolling. Extra dice may also be earned from special accompanying events, which in the past were also linked to an active Panic Parade event and points exchange, but in more recent times are just based on daily or other missions. Finally, for those who prefer to pay (and/or need to because of missing some days or to try to get all the items), each board can be automatically cleared by offering 120 Aeos Gems, which are of course paid as a proxy of real money.
Because of the way the event is structured, both casual and hardcore players can deal with the event in their own ways, with Standard, Quick, or Ranked matches in any combination. The important thing is to go through the event, earn the coins, and exchange for the Unite License. Payment is only an extra for the other items, unless one wasn't diligent enough for the daily die and/or didn't make the necessary rerolls. The free aspect regardless should be enough of an incentive for players to go through the event and obtain the Unite License while it still is.
For what it's worth, the Legendary Challenge is a respite from many of the paid elements of Pokémon Unite and gives all players a fair shot at a newly introduced playable Legendary Pokémon. Some effort still needs to go into playing through it, just like most other parts or events of the game, but it's a noble effort for the game's noblest playable Pokémon.
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