Ant and Dec, those ever-present purveyors of primetime entertainment, return with a new run of Limitless Win, a game show with a deceptively simple premise and a potentially massive payout. This season premiere features two pairs of contestants: Joe and sister-in-law Jo, and Steve and son-in-law Jordan. One duo claims to have been diligently measuring supermarket items in preparation. Frankly, that seems less like a winning strategy and more like a cry for help.
The show’s “limitless” jackpot is its main draw, dangling the carrot of a life-altering sum of money in front of hopeful contestants. The money ladder, however, is a precarious thing. One wrong answer can send dreams of riches tumbling down faster than a poorly constructed Jenga tower. While Ant and Dec’s cheerful banter might offer a momentary distraction, the pressure is undeniably intense. Will we see tears of joy or wails of despair?
The fourth season’s debut looks to recapture the magic of previous outings. Ant and Dec’s easy charm and the unpredictable nature of the game are the show’s enduring strengths. Will this season see a record-breaking win? Will the contestants play it safe or risk it all for a shot at the big time? Will the supermarket measurers prove everyone wrong? Only time, and perhaps a well-placed lifeline, will tell.
Limitless Win airs Saturday, January 4, 2025, at 8:30 PM on ITV1.
