Police in Wales investigating a man's fatal collapse are looking into whether the drinking game "neknomination" played a part in his death.

Officers and paramedics were called to an address in Rumney, Cardiff, early on Sunday after receiving reports of a man collapsing after taking part in the controversial game.

The craze involves participants filming themselves downing alcohol, nominating someone to continue the game, and posting the video online.

A South Wales Police spokesman said "We are investigating the sudden death of a 29-year-old man from Rumney during the early hours of February 9th".

"Officers investigating his death on behalf of HM Coroner have received information regarding the so-called neck and nominate game. Inquiries are continuing and a post mortem is taking place" he added.

Neknomination is thought to have originated in Australia, but has spread quickly around the world through social media.

Participants are often dared to outdo the exploits of those who nominated them. The game has seen players consuming alcohol along with dog food, engine oil and live goldfish.

Earlier this month, Carlow man Jonny Byrne (19) died while playing neknomination, after he jumped into a river. The death followed just days after Ross Cummins (22) died playing the game in Dublin city centre.

Jonny's brother Patrick Byrne said on Facebook: "If people have any decency and respect they will refrain from any more of this stupid neck nomination ****".

Hundreds of people attended his funeral at St. Lazerian's Church in Leighlinbridge on Wednesday afternoon.