Prime Minister simulator No. 10: Full Confidence spikes as Keir Starmer quits

An indie game about surviving as the UK Prime Minister saw an upturn in downloads as rumours swirled about Keir Starmer’s resignation this weekend.

And that uptick is continuing today after Starmer confirmed that he is standing down this morning. At the time of writing, indie developer Ben Brewis’s game No. 10: Full Confidence has made it into the top 10 paid game charts in the UK App Store, and is number two in the UK strategy listings behind Plague Inc.

No 10: Full Confidence has been live on the App Store since May, and was made in six months by prolific indie developer Ben Brewis. Work began on the title at the end of 2025, when the rumours started around a potential leadership challenge to the now-outgoing UK PM Keir Starmer.

The game was also inspired by “the past decade of conservative PMs” as well, says Brewis, whose first game was also a political game based on the 2016 US election. Brewis designed the game in Sketch, coded it in Xcode and also credits partner Joe for some of the ideas in the game.

“It was made over six months or so with the idea that it would all come to ahead in the local elections in May when I released it,” he tells us. “But I was off by just a month it seems!”

Brewis says Starmer could have benefitted from playing his game and “leaning into the ridiculousness that is UK politics”. He says a new in-game scenario, in which a local politician declared their intention to challenge the PM, is currently with Apple App Review awaiting approval, and further updates and live events are planned.

It is a premium game, a model which Brewis feels is fair in exchange for what is a side project.

“It was a long slog writing almost 300 crises so far, and with the time and energy I put in during my spare time to do this I thought a payment versus asking for subscriptions, advertising or in-app purchase didn’t feel right at the time,” he adds. “I can always see how it goes and review the price in future!”