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Gordon Ramsay is brought into the virtual world by ITV Studios and Animoca

ITV Studios and Animoca bring Gordon Ramsay to the metaverse

Hell’s Kitchen has been a big hit on TV in 24 countries around the world. Now, thanks to a partnership between London/Manchester-based ITV Studios and Hong Kong-based metaverse and virtual world gaming company Animoca Brands, the show is coming to the metaverse.

The show ended in the UK in 2009 after four seasons. Only the first season was hosted by the show’s co-creator and most famous face, Gordon Ramsay. The first season, which ran from 2004 to 2005, was won by Liverpool actress Jennifer Ellison. In September, the show will start its 21st season on FOX in the US, with Ramsay still in charge.

Hell’s Kitchen restaurant experiences made with Ramsay’s help will live on ITV’s LAND in The Sandbox, a virtual world made by Animoca. In the future, players and developers will be able to use Hell’s Kitchen-themed materials, such as limited edition Gordon Ramsay avatars, in their own unique ways.

Five Emmys have been nominated for the show Hell’s Kitchen, in which ambitious cooks compete to be in charge of one of Gordon Ramsay’s restaurants. The first cooking-related activity to be added to The Sandbox will take place in the Hell’s Kitchen restaurant.

Sebastien Borget, who is the COO and co-founder of The Sandbox, said, “We’re shaping the metaverse to become an expansion of all real-world activities through the creative possibilities offered by technology – and who better than Gordon Ramsay and Hell’s Kitchen to bring our first restaurant culinary and social experiences to The Sandbox? In this immersive setting, the show’s fans and community can bring their avatars into Gordon Ramsay’s world and be challenged to bring their creativity to new levels.”

Ramsay went on, “There’s nothing more exciting to me than chartering new territory, whether that’s creating a signature dish, a new restaurant concept, a new show, or now a virtual experience in The Sandbox. I couldn’t think of a better platform to bring the high energy of my Hell’s Kitchen restaurant and brand.”

Neil Bowler, who is in charge of games for ITV, said , “[Hell’s Kitchen and The Sandbox] both are innovators in their respective spaces, which is why they make a great match. We think the show’s fans all over the world will enjoy interacting with experiences set in a virtual Hell’s Kitchen in The Sandbox metaverse.”

The Sandbox backs up the idea that the metaverse is a shared, continuous digital place where heroes from different worlds come together to make magic. Hell’s Kitchen joins more than 300 other virtual world collaborations, including ones with Warner Music Group, Ubisoft, The Rabbids, Gucci Vault, The Walking Dead, Snoop Dogg, Adidas, Deadmau5, Steve Aoki, Richie Hawtin, The Smurfs, Care Bears, Atari, ZEPETO, and CryptoKitties.

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