On September 3rd, the White House, a governmental organ of the United States, launched on its official website a specific section containing online games inspired by the presidential agenda of Donald Trump. Arcade.gov adapted classic retro games into political marketing, by calling on Americans to hunt immigrants, build border walls, and raise money for the president, the nostalgia ends up being ruined.
Gamification is not a new concept, it takes game dynamics that encourage reflection and problem-solving. In politics, it serves to promote partisan ideas and bring voters closer to public administration. However, this initiative has caused strong reactions online, with critics pointing out that the United States Government not only presented political propaganda, but also turned human rights and immigration policies into entertainment.
Engaging the New Generation
Since beginning his second term in office, in 2025, president Donald Trump has pursued a series of controversial measures that have reshaped both domestic and foreign policy in the United States. From aggressive immigration crackdowns and mass deportations to set exorbitant tariffs that provokes diplomatic tensions, his administration has consistently pushed initiatives that blur the line between governance and political spectacle.
Since President Trump’s return to the White House, more than 500,000 immigrants have been deported, a number that continues to rise each month due to the expansion of violent operations by Immigration and Customs Enforcement (ICE). At the same time, legal pathways have been dismantled, green card interviews suspended worldwide, and Temporary Protected Status revoked for vulnerable groups. Critics argue that these measures not only disrupt immigrant communities but also erode fundamental rights, turning immigration enforcement into a tool of partisan propaganda.
With the rise of young conservatives around the world, it was only a matter of time before the politicians adapted to the language of the new generation. Modern political campaigns have increasingly shifted their strategies to communicate with younger audiences such as by embracing digital platforms and interactive formats. To grab the attention of new generations, for example, short-form videos featuring music by Gen Z artists are now being posted on the White House’s social media channels. This approach not only simplifies complex issues into digestible narratives but also seeks to keep emotional engagement, making politics feel less distant and more relatable to digital natives.
A Gamification of the society
Gamification in politics represents another step toward the modernization of marketing and propaganda strategies aimed at engaging the new generation. By introducing games aligned with the president’s agenda, the United States is trivializing enormous political divisions and serious debates over immigration, public health, government spending, and the direction of the country under Trump’s.
The platform now features four games:
- Flappy Bill: a reinterpretation of the classic Flappy Bird, where an eagle hunts money against a backdrop of the United States;
- Trump Saving Tycoon: loosely based on Nintendo’s Duck Hunt, where the player collects money to boost the U.S. economy;
- Supply Line: a variation of Tapper, owned by Warner Bros. In this version, players must eliminate processed foods from schools to “make America healthy again”;
- Rio Run: the most controversial title on the site, inspired by Nokia’s Snake. Players take on the role of an ICE agent tasked with capturing immigrants across the country.
Previously, the site also hosted Build the Wall, a game with Tetris-style mechanics designed to build a wall along the U.S.–Mexico border. However, the title was removed after the Tetris Company publicly stated on social media that it had not collaborated in its development, while the other companies whose works were similarly copied did not publish any public statements.
Furthermore, the White House did not hesitate to add external references to promote the platform online. In promotional teasers, they used animations and soundtracks that belongs to Microsoft’s Xbox and Sony’s Playstation, and also altered the iconic retro “SEGA”, logo of the Japanese video game company, into a “MAGA” logo. The acronym refers to Donald Trump’s campaign slogan, “Make America Great Again”.
Ethical boundaries
The use of gamification in politics raises questions about how far propaganda can go without crossing ethical boundaries. On one hand, games can make political themes more accessible and engaging for younger audiences. On the other hand, they risk trivializing complex issues by turning them into entertainment mechanics.
Critics point out that while gamification may encourage participation, it can also blur the line between engagement and manipulation. These promises of accessible education are not only limited in American politics, it extends to different fields. In U.S. medical schools, for instance, some training programs have turned diagnoses or psychiatric crises into competitive challenges. While these games aim to improve learning, they have been criticized for dehumanizing patient suffering and reducing complex medical realities to points and scores.
Just as patients are being treated in U.S. medical schools, the White House, by publishing online games about hunting immigrants, is also disregarding humanization. In these games, immigrants are taked of their individuality and portrayed as faceless targets to be prisoners, rather than as human beings with stories, families and rights. This approach not only trivializes their suffering but also normalizes the idea that vulnerable populations can be reduced to obstacles or enemies, thus increasing harmful stereotypes.
In other words, while gamification can make access to information and education easier, it can also manipulate and trivialize serious social debates, which are gradually reduced to flashy and interactive designs.
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The article above was edited by Nina Simonetti.
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