No. 10: Full Confidence, a satirical political survival mobile game developed by solo developer Benjamin Brewis, has become the UK's number one paid game on the Apple App Store, briefly overtaking Minecraft. The game challenges players to remain prime minister by balancing approval ratings among four factions: the Cabinet, backbenchers, the media, and the general public.
Gameplay and Real-World Parallels
Players make decisions that affect support from these groups, with the goal of lasting as long as possible before approval with any faction hits zero, resulting in ousting. The current average player tenure is 2 years and 11 months, which exceeds the terms of the last three real prime ministers and is only slightly shorter than the tenures of Theresa May and Boris Johnson. The real-life record is held by Tony Blair at 10 years, followed by David Cameron at six years. Liz Truss infamously lasted only 50 days, and Rishi Sunak served less than two years before Labour won the 2024 election.
Development and Success
Brewis built the game in six months, launching it on iOS in May 2026. Its popularity surged amid the announcement of Prime Minister Sir Keir Starmer's resignation and the prospect of former Manchester mayor Andy Burnham becoming an MP. The game costs £2.99 and offers a 'special adviser pack' as an in-app purchase. It is now available on macOS and Android.
Impact and Reception
The game's timing has been described as accidentally excellent, tapping into current political turmoil. It remains to be seen whether playing the game fosters sympathy for former prime ministers, but given recent political instability, the new incumbent is unlikely to match the game's high score in real life.
