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Free heroes are available under the following conditions:

If you have less than 2 heroes, and less than 5 credits, you are eligible to get a basic free hero, either one in the game "The Well" or one in the game "The Celestial Tower", depending on whether or not you already have a hero in one of those games.
This means that if you have 0 heroes, and 0 credits, you get 2 free heroes.

If you have a Shrine of Heroes it is different: if you have less than 2 heroes, you can get free heroes in any basic or mini game. If you have an Inn and have less than 4 heroes, you can get free heroes in any basic or mini game.