02/07/2014 05:31 BST | Updated 02/07/2014 09:59 BST

Punch 4 Punch: Young Father, Tommy Main, Dies Taking Part In Latest Internet Craze

A young father is believed to be the first vicitm in an internet craze that sees two contestants punch each other until one collapses.

Tommy Main, 23, collapsed during a party at his home in Erith, south-east London, on Sunday while playing Punch 4 Punch, during which participants take turns hitting each other until the other gives up and is forced to do a forfeit, normally an alcoholic drink.

Main, who has a four-year-old daughter, Aimee, was rushed to hospital after collapsing and was pronounced dead a short while later.

tommy main

Tommy Main collapsed at a party in London

READ MORE: The 10 Most Dangerous Internet Crazes

A 20-year-old man was arrested by police investigating the case and bailed until September. Detectives are treating Mr Main’s death as "unexplained" and the results of his post mortem examination could take up to six weeks.

Main’s brother Roy, 37, slammed his younger brother’s friends for filming the game instead of stepping in to stop it.

“I had to say good by to my little brother today for the last time because of some f***king ****," he said.

"I’m hurting so bad I don’t think I’ll ever be the same again," he wrote online. "For the people that was at the party that can see this call your self friends you can f**k off...

"I just hope that something really f**king bad happens to you yous should have stoped it not try and film it ... we live in hope ... hope your suffering really bad hope you cant sleep.”

Main's other brother Ben, told friends online that he was "a broken man".

“I’m so sorry I didn’t look after you better," he wrote.

“I’m a broken man without you here with us. I don’t know how to do this. I’m going to miss you so much baby bro.”

He added: “I hate this place, I always wished I could get enough money to get us away from the sh** we have to live near and now I have been faced with my biggest fear - I have lost my little brother. I’m in pain Tommy, I wish it was me and not you.”

Another sibling Jon uploaded a moving video dedicated to his brother, above.

Tommy’s friend Matthew Davey set up a memorial page on Facebook, which gained over 1,000 likes within hours of going online.

Punch 4 Punch has developed on the internet after Blow for Blow - also known as Trading Blows – an endurance game where participants hit each other in the stomach with increasing force until one gives up.

It also follows the Neknominate drinking craze which swept the internet earlier this year and was linked to a number of deaths in the UK.

A Met Police spokesman said: “Police in Bexley were called by London Ambulance Service at 00:44hrs on Sunday, 29 June to a residential address in The Nursery, Erith to reports of a man collapsed.

“The 23-year-old man was taken by London Ambulance Service to a South London Hospital in a critical condition. He died in hospital a short while later.

“Next of kin have been informed; we await the results of a post mortem examination. Formal identification has yet to take place.

“A 20-year-old man has been arrested in connection with the investigation. He has since been bailed until a date in September.

“The death is being treated as unexplained at this time. Enquiries continue.”