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ITV has officially pulled the plug on its big-budget game show 99 To Beat after just one series, leaving its presenters Ryan and Adam Thomas in disbelief.
Launched earlier this year, 99 To Beat was ITV’s ambitious attempt to bring a Squid Game-inspired physical challenge show to British screens. The format was straightforward but high stakes: 100 contestants competed in various games where the goal was simply not to come last. If players avoided elimination, they could stay in the running to win the £25,000 cash prize.
Brothers Ryan and Adam Thomas, known from popular British TV shows, hosted the series, bringing energy and a competitive spirit to the fast-paced format. The show was touted as a fresh and thrilling addition to ITV’s entertainment lineup, mixing physical challenges with strategy and psychological tension reminiscent of the hugely popular Netflix hit Squid Game.
However, despite the initial hype, 99 To Beat struggled to capture the sustained attention of viewers. Recent reports confirm that ITV bosses have decided to cancel the show after its first season.
In a heartfelt statement, Ryan Thomas admitted his confusion and disappointment about the show’s early demise.
“I don’t know what I did wrong,” Ryan shared. “We gave it our all, and it was such a fun project to be part of. The team worked incredibly hard, but sometimes things just don’t click with the audience.”
Adam Thomas echoed his brother’s sentiments, saying the cancellation was “a tough pill to swallow” but thanked the fans who supported the show during its run.
Industry insiders speculate that 99 To Beat may have suffered from the sheer saturation of game and reality shows on television, making it harder to break through with a new format, even one inspired by a global phenomenon like Squid Game.
Additionally, critics pointed out that while the physical challenges were exciting, the show lacked the emotional depth and character-driven storytelling that made Squid Game such a cultural touchstone.
Despite the cancellation, ITV has reportedly not ruled out giving the brothers another opportunity in the future, recognizing their strong screen presence and hosting abilities.
99 To Beat had a promising concept and star power but ultimately failed to resonate enough with the wider audience to justify continuation. For the Thomas brothers, this means regrouping and moving forward, with hopes of new projects on the horizon.
Fans of Ryan and Adam Thomas can look forward to seeing them in other television appearances, as both remain popular figures in UK entertainment.
