The risks of smoking for fertility are well documented. However, the perception of pregnant smokers did not get enough attention so far. Finding and counselling pregnant smokers, and finally supporting their process of quitting are highly challenging. There are no evidence based guidelines or best practices that would guide such an endeavour. It is most likely that anonymous offers within new media and social networks are accepted better than face-to-face offers. Tangible mobile games help distract pregnant smokers any time anywhere in a non-stigmatising way. Smoking in pregnancy is a field, which is highly stigmatised and not yet sufficiently addressed by the health system. It presents a burden for the individual smoker, being confronted with the feelings of own failures, guilt, prejudices, degradation and a lack of specialised cessation services. A holistic approach is needed to provide multidimensional effective mechanisms to accompany pregnant smokers in their attempt to quit smoking.