Banijay Entertainment has struck a partnership with Yoshimoto Kogyo, one of Japan’s largest entertainment groups and the creator behind global phenomenon “LOL: Last One Laughing,” to acquire global format rights to long-running comedic challenge series “You Laugh You Lose.”
Under the deal, Banijay Entertainment will lead adaptations across its 23 territories, with Yoshimoto retaining distribution responsibilities everywhere else.
The show, which has been on Japanese screens since its 2006 debut on Nippon TV, puts a group of comedians through a grueling 24-hour challenge set inside an immersive real-world environment. Each participant plays a character as the day’s situations grow progressively more elaborate – but the one rule that never changes is that nobody is permitted to crack a smile. Do so, and a comedic forfeit kicks in immediately. Unannounced celebrity guests and a steady stream of increasingly absurd scenarios keep the stakes – and the suppressed laughter – ratcheting up until the very end.
The pickup deepens Banijay’s already significant footprint in comedy formats. The company currently produces “LOL: Last One Laughing” through its labels in 11 markets worldwide, and the Yoshimoto deal signals a continued appetite for proven formats in the genre.
“‘You Laugh You Lose’ is a blockbuster comedy classic in Japan,” said James Townley, chief content officer of development at Banijay Entertainment. “It’s playful, unpredictable, and packed with international potential. The 24-hour scenario delivers escalating comedic tension, and the instant penalty gag adds a hilarious format beat. It is incredibly adaptable and complements our portfolio, offering our labels, and clients, a chance to craft a locally distinctive, market-defining hit.”
Hiroshi Fujiwara, director and vice president of Yoshimoto Kogyo, added: “We are truly honored to be working with Banijay Entertainment, home to one of the world’s largest production networks, to drive the international expansion of ‘You Laugh You Lose’ (No Laughing).’ We are proud to count it among Japan’s most popular variety shows, and we look forward to audiences around the world enjoying the format.”
Helen Greatorex, head of format acquisitions at Banijay Entertainment, negotiated the deal. The title slots into Banijay’s third-party showcase for London Screenings 2026, a lineup that also features “Werewolves,” a strategic reality format from Studiocanal and Dreamspark; “Ninja Warrior,” sourced from Tokyo Broadcasting System; and “All Star Hide and Seek,” a digital-first entry from Troot and Rabbit Film.
At the screenings, those acquired titles will share the stage with Banijay’s own new formats, among them “Football Island,” “100 Knives,” “How Old Is Your Brain?,” “Staying Alive,” “The Dinner,” “Who’s Guilty?” and “DecoMasters.”
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source variety.com ’
