The viral game, developed by digital engagement agency Kerb, is designed to drive traffic to the MTV .
'Totally Calum Best' features the playboy son of the late football legend George Best attempting to resist the charms of a string of attractive women in a bid to avoid any sexual contact for 49 days and 50 nights.
Players of the game are put in Calum Best's shoes as they attempt to play a simple cognitive, reactions-based Flash game while being distracted by real footage of an attractive woman trying to seduce them.
If users manage to complete the game level and avoid distraction, they will find that each scene gets progressively more racy.
Dan Patton, director of content at MTV UK, said: "Kerb has a reputation for coming up with fun ideas and this game is already pushing viewers to the 'Totally Calum Best' section of the MTV.co.uk site."
Jim McNiven, managing director of Kerb, said: "This was an interesting project to work on as we were able to combine an online game with high-quality video footage. We managed to capture the racy spirit of the programme, while keeping the game concept simple."
'Totally Calum Best' is broadcast on MTV One on Sundays at 10pm.
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