Love Island's divisive Adam Collard is playing a game – at least, that's according to his friend and ex-islander Alex Beattie.

Alex told The Sun that Adam is on the show to boost his publicity as a personal trainer and suggested that he wants to stay on the show for as long as possible... and he's not worried about upsetting anyone in the process.

ITV

"He's having a wind-up with everyone," said Alex.

"It's strange to see, just knowing him and then seeing what he's being like in there.

"Adam's playing with people in there.

"He's in the villa to do exactly what everyone else is in there to do, to stay in the game."

ITV

Alex also claimed that Adam is using the show to boost his reputation as a personal trainer.

"Taking it off the success of last year, I can imagine everyone will be using Love Island for a platform," he went on.

"Adam wants to do more with his gym and fitness things. It's an opportunity for everyone to find somebody and also an opportunity to boost or start your career."

ITV

Adam caused a stir on the show when he got off with Rosie Williams just minutes after dumping Kendall Rae-Knight, who was sent packing after the series' first recoupling.

However, Alex did insist that once Adam has settled down with a girl he actually likes, we'll see less of his 'muggy' side.

"Once he's involved with a girl he'll be totally fine," he went on. "You'll see the softer side will come out. He just wants to have what he knows he wants.

ITV

"When he gets that then I can imagine he'll chill out a bit and I don't think he'll be bothered about what everyone else is doing."

Well, it looks like there's no danger of that tonight (June 12), as last night's episode teased a confrontation between Adam and Rosie, prompting the hashtag #WhatDidAdamDo to go berserk on Twitter.

Love Island continues at 9pm on ITV2 tonight.

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