20 children’s mobile games all used deceptive design, study finds

Researchers also found advertising in nine out of 10 games, often mixed into play and impossible to skip.

Editorial illustration — not from the study.

Researchers assessed 20 popular, free-to-download children’s mobile games using guided reviews designed to reflect how children might experience the apps. Every game contained features that could nudge, confuse or pressure young users, with a median of 5.5 different patterns per app.

Advertising appeared in 90% of the games. It was predominantly non-skippable and often closely connected with the same design features that shaped gameplay. The authors discuss the implications for ethical game design, platform responsibility and enforcement of European Union rules.

What the games contained

Every one of the 20 games contained deceptive design patterns—interface features that can nudge, confuse or pressure users. The games had a median of 5.5 distinct patterns each. Advertising was present in 90% of the apps, was mostly non-skippable and was deeply intertwined with deceptive patterns during gameplay.

Why the designs matter

Children, including those too young to recognize when they are being marketed to, may encounter commercial pressure while playing. The study argues that the combination of manipulative interfaces and pervasive advertising conflicts with children’s rights to play and protection from exploitation, and raises questions about how effectively platform policies and European Union frameworks are being enforced.

Evidence and limits

The findings come from a structured, persona-based cognitive walkthrough of 20 popular free games available in German-speaking regions. This approach examines app features and how they may affect children; it does not measure children’s behavior or establish how the designs affect screen time, self-regulation or purchases in practice. The sample is also limited to 20 games and may not represent all children’s mobile apps or games in other regions.

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