Media and entertainment powerhouse, Banijay Entertainment, today announces a partnership with Japan’s largest entertainment group Yoshimoto, the creators of global phenomenon, LOL: Last One Laughing. The deal brings the global format rights to long-running comedic challenge spectacle You Laugh You Lose, into Banijay Entertainment’s extensive portfolio, with the group now set to lead adaptations across its 23 territories. Yoshimoto will continue to oversee distribution in all other markets.

An iconic staple of Japanese entertainment since 2006, You Laugh You Lose originally aired on Nippon TV in Japan and is a comedic endurance test, placing comedians inside a fully immersive real-world location-based ‘day-in-the-life’ scenario for 24 hours. Across the day, the players adopt characters, costumes and elaborate set-ups as they navigate an escalating comedy universe. They must follow one single rule: they cannot laugh. If someone cracks, they face an immediate comedic penalty. As the hours roll on, the environment becomes increasingly chaotic, with engineered absurdities, unpredictable twists, playful pranks, and surprise celebrity appearances designed to keep the tension of potential laughter building throughout.

The acquisition reinforces Banijay Entertainment’s investment in high-impact comedy formats and builds on the ongoing success of the global phenomenon LOL: Last One Laughing, produced by Banijay Entertainment labels in eleven markets.

James Townley, Chief Content Officer, Development says: “You Laugh You Lose is a blockbuster comedy classic in Japan. 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 & Vice President, Yoshimoto Kogyo Co. Ltd says “We are truly honoured 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.”

The deal was brokered by Helen Greatorex, Head of Format Acquisitions, Banijay Entertainment. You Laugh You Lose joins Banijay Entertainment’s premium third-party line-up for London, which includes cult strategic reality format Werewolves from STUDIOCANAL and Dreamspark; superbrand Ninja Warrior from Tokyo Broadcasting System (TBS); and digital-first format All Star Hide and Seek from Troot and Rabbit Film.

These titles will be highlighted at The London TV Screenings 2026, alongside Banijay Entertainment’s all-new slate of original and entertaining formats, including Football Island, 100 Knives, How Old is Your Brain?, Staying Alive, The Dinner, Who’s Guilty? and DecoMasters.

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Categories: Press Releases

Tags: Banijay, comedy, nippon tv