One of the most fundamental parts of my research on apps focuses on the “free-to-play” business model for mobile games. In my paper on Candy Crush, for example, I argue that there is very little “free” about free-to-play games. The Dutch TV-show De Rekenkamer did an item on the deceivingly simple question: “What is the price of a free game”? De Rekenkamer is one of those shows with a consumer advocacy flavour and part of their investigation was an interview with Pokemon Go players and Stolen Couch Games (one of the few Dutch game studios developing free-to-play games). My role is to offer some academic insight into the business model and pull into focus questions on targeted advertising and why free games are indeed not free.