Chef Gordon Ramsay to launch show in The Sandbox metaverse

What’s new? Chef and TV host Gordon Ramsay will bring his show Hell’s Kitchen to The Sandbox metaverse. According to the announcement by The Sandbox’s parent company, Animoca Brands, the metaverse community will be able to “create new dishes, win competitions, collect recipes & compete for your chance to make it to Head Chef.” The show Hell’s Kitchen has been produced by ITV Studios since 2005 and has been nominated five times for the Emmy Awards. Ramsay’s establishments have been awarded a total of 16 stars in the Michelin Guide, currently retaining seven.

It's official: we're spicing up the Animoca Brands' #metaverse @TheSandboxGame with @HellsKitchenFOX! The award-winning reality show starring multi-@MichelinGuideNA Star chef @GordonRamsay is opening its first-ever virtual restaurant and game experience 🌶️ https://t.co/felJWdJDiN pic.twitter.com/wwWrp6OW5k— Animoca Brands (@animocabrands) August 17, 2022

What else is known about the virtual show? The in-game events will take place within the studio on ITV’s LAND in the metaverse. In-game items, including recipes and Hell’s Kitchen merch, are planned to release as part of the collaboration with Chef. An exact release date for the virtual show has not yet been announced.

“There is nothing more exciting for me than exploring a new territory, be it creating a signature dish, a new restaurant concept, a new show or, as in the case of The Sandbox, putting to experiment with a virtual experience,” Gordon Ramsay said.

What is known about The Sandbox? The project was released as a mobile game in 2011 and a PC version was added in 2015. In 2018, The Sandbox was bought by Animoca Brands and began working on an Ethereum-based blockchain version. The platform has the native token SAND, and as of August 18, 09:20 UTC, it is trading at $1,22, down by 4,63% per day, according to Binance. The Sandbox is the third-largest metaverse, according to Metaverse Rating. The project has a market capitalization of $1,7 billion.

In February, Italian fashion house Gucci bought a plot of land in The Sandbox to create a virtual store. And Playboy magazine plans to build a virtual mansion, MetaMansion, in the metaverse. As part of the project, users will have access to unique content and NFTs.