ITV has launched its new game show, 99 To Beat, a thrilling challenge series hosted by brothers and former soap stars Adam and Ryan Thomas. The show premiered on March 22, 2025, at 6 pm, right before the popular Britain's Got Talent, promising to engage viewers with its exciting format.
In 99 To Beat, 100 contestants compete head-to-head in a variety of unpredictable challenges, all vying for a substantial jackpot of £25,000. As they embark on this intense journey, participants face elimination after each game, leading to one ultimate victor who has outlasted the other competitors. The format has already proven successful in numerous countries, including the Netherlands, Germany, and Sweden, making its way to the UK audiences with high expectations.
Adam and Ryan expressed their enthusiasm for the show, stating, "It's new, it's fresh, it's fun and we can't wait for people to see it!" This excitement stems from its design as a family-friendly entertainment option, which Ryan described as “the ultimate family show.” The brothers emphasized their anticipation for families to engage with the questions and challenges, noting, “It’s a dream come true for us. We can already imagine people at home playing these games with their families as it’s fun, silly, and competitive.”
The show's premiere, however, was met with mixed reviews shortly after airing. Some viewers shared their disappointment on social media, drawing unfavorable comparisons to Netflix's hit series, Squid Game. One viewer quipped on X (formerly Twitter), “Oh ok, so #99ToBeat is a fluffy Squid Game for Saturday night TV.” Others echoed similar sentiments, labeling it a “low-rent version of Squid Game,” leading to an outpouring of critical commentary.
On the flip side, a portion of the audience defended the show. A fan pointed out, “Adam and Ryan Thomas are just hilarious and beautiful. I’m seated,” while another user remarked, “Why is everyone moaning? It's different, it's fun, I like it.” Viewers seem to be divided into distinct camps as they adjust to the new format and its presentation style.
Moreover, the premiere was not without its drama, as a contestant had to be taken to the hospital after suffering a "freak accident" during filming. Ryan Thomas commented on the unfortunate incident, sharing a story about a female contestant who twisted her ankle while celebrating. He recounted, “It was so unfortunate because it took her out of the competition, and she must have been devastated. But freak accidents happen in life, and it is such a shame the show must go on.” This event highlighted the unpredictability associated with live game shows.
Despite the criticism, there is an undeniable excitement surrounding 99 To Beat. Many viewers have expressed eagerness to see how the competition unfolds in future episodes. The concept of the show offers unique and entertaining challenges, including hilarious scenarios like balancing a Coke can or racing while blindfolded, which significantly adds to its appeal.
Viewers can look forward as 99 To Beat returns for its next episode on Saturday, March 29, 2025. As anticipation builds, Adam and Ryan Thomas remain hopeful their program will continue to capture the hearts of families and competitive enthusiasts alike. In the words of one hopeful fan, “I think we have to give 99 To Beat a chance. It’s going to be great. Teething problems probably, but us Brits are good with new things!!!”
