Celebrity chef Gordon Ramsay is partnering with The Sandbox to bring his reality cooking show Hell’s Kitchen into the metaverse.
The Hell’s Kitchen game will feature the first cooking-themed experiences in The Sandbox and will be hosted on ITV’s LAND. It will also include Hell’s Kitchen-themed digital assets such as limited edition Gordon Ramsay avatars.
All this is part of the marketing effort to promote the television series. It indicates how movies and television are beginning to make use of the metaverse for fan engagement. This is where blockchain-based metaverses like The Sandbox and Decentraland come in, providing digital land parcels for brands to create their virtual worlds for engagement.
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