Gordon Ramsay lands in The Sandbox metaverse for ITV promo

The Sandbox has partnered with ITV Studios to host the next season of Hell’s Kitchen on ITV’s LAND

ITV Studios and Animoca Brands subsidiary The Sandbox have joined forces to bring celebrity chef Gordon Ramsay’s Hell’s Kitchen reality TV series to The Sandbox metaverse. 

The Sandbox, a decentralised gaming virtual world has added the award-winning show’s IP as its first virtual restaurant and chef-themed gaming experience. Hell’s Kitchen restaurant experiences have been designed with input from Ramsey himself and will be hosted on ITV’s LAND in the Sandbox.

Players will also be treated to Hell’s Kitchen themed-assets, including limited edition Ramsey avatars, that they can include in their own experiences in the future.

Sebastien Borget, 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.”

Hell’s Kitchen in the metaverse

Hell’s Kitchen joins more than 300 existing partnerships in The Sandbox, billed as “part virtual real estate, part amusement park”, including Warner Music Group, Snoop Dogg, The Walking Dead, Atari, Adidas and The Smurfs.

The show, which sees aspiring chefs compete for the chance to run one of Ramsey’s eateries, starts its 21st season run on FOX in the US at the end of September.

Neil Bowler, Controller of Games at ITV,  said: “We’re right at the beginning of exploring the potential of entertainment brands in the metaverse so we’re very excited to bring Hell’s Kitchen to 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.”

Ramsey added: “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’ve been fascinated by The Sandbox and its offering in the metaverse. I couldn’t think of a better platform to bring the high energy of my Hell’s Kitchen restaurant and brand.”