ITV viewers convinced they’ve seen Ryan and Adam Thomas’ new game show before

Stella Akinwumi

Published March 22, 2025 8:08pm Updated March 23, 2025 11:53am

From Initial 99 To Beat SR1:on ITV1 and ITVX Pictured: Adam & Ryan Thomas This photograph is (C) Initial TV and can only be reproduced for editorial purposes directly in connection with the programme or event mentioned above, or ITV plc. This photograph must not be manipulated [excluding basic cropping] in a manner which alters the visual appearance of the person photographed deemed detrimental or inappropriate by ITV plc Picture Desk. This photograph must not be syndicated to any other company, publication or website, or permanently archived, without the express written permission of ITV Picture Desk. Full Terms and conditions are available on the website www.itv.com/presscentre/itvpictures/terms For further information please contact: michael.taiwo1@itv.com — Adam and Ryan Thomas front a brand-new game show on ITV (Picture: ITV)

ITV viewers had plenty to say about the ‘entertaining’ new game show fronted by Ryan and Adam Thomas–and comparisons were instantly made.

Hosted by the soap showbiz brothers, 99 To Beat is a new reality TV show in which 100 contestants are whittled down to one after a series of challenges for a cash prize of £25,000.

In the first challenge of the first episode, which aired tonight, viewers naturally took to social media to share their excitement for the new show, with many comparing it to the Netflix phenomenon Squid Game.

Darren Pattison added: ‘Really enjoying #99tobeat it’s like a Soft Squid Game but it’s entertaining.’

@eloonabeth joked: ‘#99ToBeat is basically squid game without the murdering.’

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@Harkinson tweeted: ‘This is just Squid Game with no budget.’

This image and the information contained herein is strictly embargoed until 00:01 Tuesday 18th March 2025 From Initial 99 To Beat SR1 Ep1:on ITV1 and ITVX Pictured: Contestants, blindfolded searching for their exercise balls in ???All Sit Down??? game. This photograph is (C) Initial TV and can only be reproduced for editorial purposes directly in connection with the programme or event mentioned above, or ITV plc. This photograph must not be manipulated [excluding basic cropping] in a manner which alters the visual appearance of the person photographed deemed detrimental or inappropriate by ITV plc Picture Desk. This photograph must not be syndicated to any other company, publication or website, or permanently archived, without the express written permission of ITV Picture Desk. Full Terms and conditions are available on the website www.itv.com/presscentre/itvpictures/terms For further information please contact: michael.taiwo1@itv.com — 99 to Beat features 100 contestants who are whittled down to one after a series of challenges for a cash prize of £25,000 (Picture: ITV)

Holly Carruthers wrote: ‘I get squid game vibes from this, but nice to see Ryan and Adam presenting together.’

It was recently reported that during filming a ‘small number of contestants’ received medical attention after having an adverse reaction to hay used in a game, an ITV spokesperson confirmed to Metro.

They added: ‘Contributor welfare remains our top priority, and this production was assessed and monitored in line with our robust health and safety processes and in consultation with external health and safety advisors.’

Speaking about the medical incidents on 99 To Beat for the first time, Ryan told The Sun: ‘I mean, accidents happen and you’ve got to expect it when you’re doing a show with 100 contestants that anything is possible from a game perspective and from an injury perspective, you’re never going to 100% come out of it unscathed.’

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Former Coronation Street actor Ryan, 40, added: ‘There’s a lot to manage and there’s a lot going on—it’s physical, it’s demanding.’

Ryan said all the contestants—even those who had been injured—continued competing on 99 To Beat until they were eliminated.

He added: ‘It went really, really well under the circumstances; we got exactly what we wanted out of it.’

‘It is the first of its kind in this country, so there is a bit of structure that goes into it.

‘Managing 100 contestants, managing the Thomas brothers is another big challenge, probably the biggest challenge at all.

‘But I think overall it couldn’t have gone more perfect.’

In January, player Amir Jardan claimed he was left ‘struggling to breathe’ during a task that involved jumping from ‘a considerable height’ from a haystack to find chopsticks.

Metro understands that the experienced health and safety advisers on the programme did not classify this as a high-risk or dangerous programme and that contributors did not have to jump the 4 to 5-foot distance into the haystack.

The fire alarm engineer from Dorset told The Sun: ‘I was so excited to be taking part in a fun TV show; never in a million years did I think I’d nearly lose my life.

‘It’s a dangerous show, and it caused my fiancé, who was heavily pregnant at the time, additional stress.’

99 To Beat returns next Saturday at 6pm on ITV.

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