"Gordon Ramsay’s Hell’s Kitchen"
Metavision, part of ITV Studios’ Zoo 55, has unveiled Hell’s Kitchen as its first-ever format brand to be brought to life on immersive gaming and creation platform Roblox. This experience invites fans of the iconic reality show - renowned for its global appeal with local versions produced in 26 countries - to immerse themselves in the intense, high-pressure world of" Gordon Ramsay’s Hell’s Kitchen" like never before.
In this interactive experience, players are placed into the iconic Red and Blue teams, competing to impress Chef Ramsay and vie for the title of Executive Chef. From Pre-Service preparations to the intensity of Dinner Service, players must master the recreation of signature dishes with precision and speed. The stakes are high – fail to deliver and players face the disappointment of Ramsay himself! Find the lamb sauce in time, though, and the rewards may be yours…
Launched on Thursday 19 December 2024, the experience has already garnered over 18 million visits, with 450,000 daily active users logging on to play each day. The experience also boasts a discord community which is being used to further engage with the playerbase. As one of Roblox's first competitive reality show adaptations, Hell’s Kitchen is expanding its content ecosystem into a platform which boasts over 88.9 million daily active users globally, providing an unprecedented opportunity to connect with the next generation and grow Hell’s Kitchen’s fanbase in innovative ways.
Ashley Lewis, Managing Director, Metavision stated that the experience recaptures the essence of the show:“By blending the unique essence of Hell’s Kitchen with the immersive possibilities of Roblox, we’re offering players a fresh way to engage with the brand and create their own culinary adventures. We’ve got an exciting 2025 roadmap for the experience and can’t wait to show the community what we have in store next," commented.
Meanwhile, Graham Haigh, COO, Zoo 55 celebrated the first foray into a gaming space: “What better way to celebrate the launch of Zoo 55 than to announce our first foray into the immersive gaming space. It's fantastic to see the iconic Hell’s Kitchen brand being brought to life and engaging new global audiences on the platform," noted.
As the first Metavision project to launch since it folded into Zoo 55, it is a significant step in amplification of ITV Studios’ presence on YouTube, gaming platforms, and other immersive media platforms. Building on prior ventures in The Sandbox and Fortnite, Hell’s Kitchen Roblox reinforces ITV Studios’ commitment to immersive media and reimagining its IP for the digital age.
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