Board Thread:Game Discussion/@comment-29855345-20160904143949/@comment-99.105.27.220-20160904160544

Like newspapers, EA make money not by selling coins for upgrades but by selling ad space. It is a game of numbers for them. More audience means more ad revenue. Selling coins was just phase 1.

You are correct that by spending your time you pay for this "free" game. Your time is being sold to the advertisers.