Gordon Ramsay Bringing “Hell” to the Metaverse

“Hell is coming to the metaverse.” That is what celebrity chef and entrepreneur Gordon Ramsay announced on Twitter this week.

Ramsay is moving into the metaverse with a non-fungible-token (NFT) adaptation of his award-winning cooking competition, Hell’s Kitchen on decentralized platform The Sandbox.

The outspoken restaurateur shared the news himself to his 7.6M + Twitter followers in a video displaying an avatar of himself in a virtual Hell’s Kitchen.

To bring Hell’s Kitchen into the metaverse, The Sandbox partnered with the show’s producer, ITV Studios. It will be the Ethereum-based land’s first cooking game, where players can work out new dishes, collect recipes and participate competitions to be a head chef. Even the famous ‘Red’ and ‘Blue’ teams will have a place in the Sandbox game.

According to The Sandbox, the NFTs will included a limited edition of Gordon Ramsay’s avatar which players and creators can avail of to enrich their experience.

On his venture into the metaverse, Gordon Ramsay commented:

“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.”