Seaton Woman Makes a Name for Herself on New ITV Game Show
A local woman has made it to the sixth episode of the hit ITV show, 99 to Beat.
Bella Tolman, who lives in Seaton, East Devon, has overcome the challenges presented and has gained quite a lot of screen time as a result. With a calm demeanour and quick thinking, she's certainly been a standout contestant on the show.
99 to Beat Was a Hit with UK Audiences
Since Bella appeared on the show, she has seen her social media following surge, with Adam and Ryan Thomas both sharing her posts, resulting in them reaching thousands of new people.
The show, 99 to Beat, is based on the Belgian show of the same name, and the concept is very simple. 100 people start the competition, with physical and mental challenges issued to try and whittle down the numbers.
The only aim of the game is that you don’t come last. The show is lighthearted, mixing competition with banter and camaraderie. Bella has come out to say that at times, it was almost difficult to beat her competition, as they had become close friends over the weeks, and that she felt bad for being so competitive.
Fun Game Shows Are Making a Comeback
The success of 99 to Beat really isn’t surprising. We are currently witnessing a revival of game shows and quizzes as a whole across the UK. Broadcasters are also looking to find new ways to engage audiences at home.
Gary Lineker has been announced for a new show called The Box, which is based on a show from Norway. This is expected to come out in 2026.
The 1% club, hosted by Lee Mack, has also just started, with a digital version of the game released to let people play along at home. This isn’t the only game to have a digital format created, either.
Family Feud, a hit UK game show, can also be downloaded, with the option to customise your characters while challenging both family and friends online. In iGaming, you also have the live casino UK game based on the same show. Family Feud Live from Las Vegas takes inspiration from the classic game show, but with a new, unique twist - the addition of a spinning wheel. This makes it relevant in the digital age to more modern audiences.
With game shows being so prominent, it’s not surprising at all to see shows like 99 to Beat being such a hit. The show premiered in March 2025 and had a very strong debut. 1.97 million viewers tuned in overnight, and the show had a 17.2 % audience share as well.
It was classed as being one of the biggest entertainment launches across every platform, with the show hitting over 4 million streams on ITVX.
Many people praised it as being fresh and a solid form of entertainment for a Saturday night. With people like Bella doing so well on the show, it’s great to see locals being represented more in UK television, with Devon in particular being home to many rising stars.
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