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No. 10: Full Confidence – could you last longer than the PM?
The viral new scenario-based game tests users’ mettle as the head of government
Imagine being thrown into No 10. Downing Street and being forced to contend with a “public that is always fuming, a press that is consistently hostile, a cabinet that behaves badly, and backbenchers who never stop moaning about something”, said GQ Magazine. No, it’s “not one of Starmer’s recurring nightmares,” but a mobile game that has “skyrocketed in popularity”.
In the last fortnight, the average daily userbase of “No. 10: Full Confidence” has “leapt from 300 to 21,000”, propelling it to near the top of the UK paid-games leaderboard. “Absurd, nihilistic, so-tragic-it’s-hilarious – the perfect allegory, you might say, for British politics in 2026.” And its popularity, along with other similar apps, reveals a lot about the “current political mood in the UK”.
‘Close to the bone’
The game – which costs £2.99, with the option to pay extra for a “special adviser pack” – suggests that “becoming prime minister isn’t the difficult part, it’s staying one that’s tricky”, said Metro. The current average term achieved by players is 2 years and 11 months (in game time), which is “longer than the last three real prime ministers, and only a little shorter than the reigns of Theresa May and Boris Johnson”. Released in May, in a case of “excellent if accidental timing”, the “jury’s still out on whether this will make people more sympathetic to former PMs” such as Keir Starmer, but historical precedent suggests it seems “very unlikely the new incumbent will be able to beat the game’s high score in real-life”.
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The app’s creator and developer Benjamin Brewis told GQ that the game is meant to focus on “satire rather than political advocacy”. All 350 potential scenarios are tailor-made, and some are influenced by real events, from both sides of the political divide. “Scarily”, when I speak to people in politics or the civil service, they say how “close to the bone it is”, Brewis said. Especially in scenarios where decisions need to be made quickly, and “chaos just ensues and then nothing gets done in the end”.
The first decision is selecting a chancellor. Players must decide between Harriet Voss, a “former investment banker who has ‘never expressed a political opinion in public’”, or Reginald Forthwright, who advocated for “a flat tax of 3% on everything” and “has written a book described as ‘dangerously coherent’”. While people tend to only last a couple of years, the record is “1,885 months, which is a long time. 157 years”, said Brewis. And at that point, “that’s no longer a democracy at all”.
First among equals
“Full Confidence” is not the only game based around Westminster “wheeling and dealing”, said the BBC. “Fantasy Parliament”, designed by Evan Roberts, is a “browser-based game”, where players can draft a “fantasy league” of real-life cabinet ministers and MPs, who score points based on their real-world media coverage. And later this year, Black Cannon Games are scheduled to release “UK Politics Simulator”, which is “built on real UK data down to ward level”.
The success of such apps suggests that the “dramatic recent ebb and flow of Westminster may have inspired a popular new sub-genre”. Dr Russell Foster, a lecturer in British and International Politics at King’s College London, told the broadcaster that the “churn of prime ministers” and “growing presence of politics on social media” could also explain the burgeoning popularity of such games.
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This game shows us the “depressing” environment that has been “co-created by us, the unforgiving voters”, said Zoe Williams in The Guardian. Prime ministers are “evasive” because they don’t trust the reaction of the electorate, who in turn “lose trust” in their figurehead.
“Westminster hasn’t been so united by an app since the early 2010s, when everyone was trying to figure out what David Cameron saw in ‘Angry Birds’.” But “Full Confidence” is also a “useful corrective”, challenging dissatisfied voters to put themselves “in a prime minister’s shoes”.
Will Barker joined The Week team as a staff writer in 2025, covering UK and global news and politics. He previously worked at the Financial Times and The Sun, contributing to the arts and world news desks, respectively. Before that, he achieved a gold-standard NCTJ Diploma at News Associates in Twickenham, with specialisms in media law and data journalism. While studying for his diploma, he also wrote for the South West Londoner, and channelled his passion for sport by reporting for The Cricket Paper. As an undergraduate of Merton College, University of Oxford, Will read English and French, and he also has an M.Phil in literary translation from Trinity College Dublin.
