TVFORMATS
Metavision, part of ITV Studios’ Zoo 55, has revealed Hell’s Kitchen as its first format brand to be brought into the immersive gaming and creation platform Roblox.
The Roblox experience invites fans of the reality show to immerse themselves in the intense, high-pressure world of Gordon Ramsay’s Hell’s Kitchen. Players are placed into the iconic Red and Blue teams, competing to impress Chef Ramsay and vie for the title of Executive Chef.
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 thriving Discord community, which is being used to further engage with the player base.
It marks the first Metavision project to launch since it folded into Zoo 55.
Ashley Lewis, managing director of Metavision, said: “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.”
Graham Haigh, COO of Zoo 55, added: “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.”
As a format, Hell’s Kitchen has seen local versions produced in 26 countries.
