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.
The experience invites fans of the 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.
Players are placed into the 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.
“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,” commented Ashley Lewis, md at Metavision. “We’ve got an exciting 2025 roadmap for the experience and can’t wait to show the community what we have in store next.”
Graham Haigh, coo at Zoo 55, continued: “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.”
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