99 to Beat launch date confirmed
New ITV game show starts Saturday 22 March on ITV1
New ITV game show 99 to Beat will launch on Saturday 22 March, 2025, theversion.co.uk can reveal.
The major new series will be fronted by brothers Adam and Ryan Thomas and will form part of the channel’s Saturday night lineup, airing straight after Britain’s Got Talent.
Since their roles in the nation's most popular soaps, *Emmerdale* and *Coronation Street*, Adam and Ryan have gone on to appear in some of the biggest entertainment shows, including ITV’s *I’m A Celebrity… Get Me Out of Here!* and *Dancing on Ice*. These appearances have won them widespread affection and firmly established them as beloved TV personalities.
Now, in their first presenting role together, Adam and Ryan will host all the thrilling action, providing playful commentary and guiding the 100 contestants through a series of fun, quirky, and often hilarious challenges.
99 to Beat is described as the game show where anyone can win—but there’s one essential rule: Don’t. Come. Last. As contestants face off in each round, the number of players will steadily decrease, with one winner claiming the top prize.
Katie Rawcliffe, Head of Entertainment Commissioning ITV said: “99 To Beat brings 100 people together to set upon this extraordinary game where there is really only one rule, Don’t Come Last. As the contestants compete they also form tight bonds and as they get to know each other, we get to see who plays well, who buckles under the pressure and who has lasting power.”
Katy Manley, MD of production company Initial, said: “We are really excited about 99 To Beat. What’s brilliant about it is that anyone has a real shot at winning. Whether you’re 18 or 80, players don’t need to be experts in one particular skill. Winning is not important – it’s not coming last that counts! The human stories that sit alongside the gameplay will provide heart, humour and drama throughout.”
Adam and Joe Thomas say “It’s new, it’s fresh, it’s fun and we can’t wait for people to see it! It really is the ultimate family show, and so we couldn’t be more excited to be hosting it together, as a family. 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/competitive & heartfelt.”
The series will launch on ITV1 and ITVX.