Nintendo has reportedly spent £2 million to bankroll a primetime quiz show on UK TV channel Five.
Britain’s Best Brain will see contestants compete in memory, co-ordination, numeracy, recognition and risk tasks.
The platform holder will use the show to promote DS titles, with exclusive sponsorship credits around eight one hour long episodes, reports MCV.
“We’re really excited to be working with Tiger Aspect, GroupM and Five on this ambitious new show and stepping into the realm of AFP (advertiser-funded programming) for the first time," said James Honeywell, Nintendo’s senior product manager.