ITV has axed a huge big-budget game show after just one series as its devastated presenter admitted 'I don't know what I did wrong'.

The broadcaster launched 99 To Beat earlier this year, which was described as a Squid Game-inspired physical challenge show.

Hosted by brothers Ryan and Adam Thomas, it saw 100 players go head-to-head in a number of games to win the cash prize of £25,000.

The show's golden rule was simple - once you don't come last you're in with a chance of bagging the money.

However, it's now been revealed ITV chiefs have axed the format, leaving the Thomas siblings devastated as they confirmed its fate.

Emmerdale actor Adam, 36, brought up its secret cancellation on the latest episode of his podcast Mancs On The Mic.

He said: 'When I am positive about something, it gets cancelled.

'Honestly, I don't know what I'm doing wrong. 

'Like I did Extra Camp [I'm a Celebrity's spin-off show] presenting, did one series of that, got cancelled.

'The next presenting job I did was with Ryan, 99 To Beat, and that's got cancelled.'

Confirming its axe, an ITV spokesperson said: '99 To Beat is the biggest entertainment launch this year across all channels and streaming platforms. 

'It reached 12.5 million viewers and was streamed over 4 million times on ITVX.

'The Thomas brothers are fantastic presenters, but unfortunately at this stage we will not be recommissioning.'

Last year it was revealed how filming was plunged into chaos as three contestants were rushed to hospital.

An insider told The Sun how the hopefuls had to jump into a 20ft pile of hay to escape elimination - leading several people to seek medical attention after.

While it was reported no one suffered life-changing injuries, 'one man needed urgent hospital care after developing an allergic reaction' and a 'number more were treated at the scene'. 

Another man 'suffered a head injury after fainting in the toilets following the challenge', the publication added.

A production company spokesperson for 99 To Beat said at the time: 'A small number of contestants received medical attention after having an adverse reaction to hay, while participating in a game to retrieve chopsticks from a large haystack.

'Filming was temporarily suspended and is due to resume later this week. Contributor welfare remains our top priority, and our established robust health and safety processes are regularly reviewed and assessed.'

Fans previously slammed the show and pointed out Adam and Ryan's lack of interaction with the contestants during the games.

One pointed out: 'Adam and Ryan are not being used the best way in this programme, would be better to have them down with the contestants and maybe chat to them.'

Another chimed in: 'Scrap the soundtrack, self narration, contestant backstory (we don't care). Give us a crowd, commentator as opposed to picture in picture of the Thomas bros. If they did this, it would be so much better. What a pile of tosh.'

99 To Beat's cancellation comes after ITV axed another big programme from its schedules for 2026. 

Noel Edmonds' latest TV project, Kiwi Adventure, won't return for a second series.

The three-part special followed the former Deal Or No Deal host, 76, as he showcased his new life in New Zealand alongside wife Elizabeth Davies, 55.