On the British game show Golden Balls, the final round is set up like a less penitentiary "prisoner's dilemma": Contestants must choose between spliting the jackpot or stealing it for themselves.

The catch is, if they both choose to steal, they both walk away with nothing.

Players are given 30 seconds to discuss their intentions before making a final decision. Naturally, in most cases, the objective is to convince the other contestant that you are keen to split, and then turn around and pick Steal. It's quite a horrible sight to behold.

However, on a recent episode, one brilliant, altruistic contestant used game theory to persuade the other guy to split the money — by convincing him he was going to steal.

Just watch.