The TV chef’s game will be a cooking-themed game from by PlayFirst, a studio Glu acquired in May 2014, which previously developed games like “Diner Dash” and “Cooking Dash.”
Ramsay announced his involvement with Glu via social media, where he has 10.5 million followers across all his accounts. That strategy and social media following is exactly the kind of thing Glu looks for when deciding which celebrity to partner with next.
“Size of social following, uniqueness of genre, ability to fit the core aspiration of their fan base to the game mechanic are the things that we look for,” Niccolo de Masi, Glu’s CEO, said to Variety in December.
That strategy has worked for the company in the past. The mobile game designer’s first celeb-based game, “Kim Kardashian: Hollywood,” made Glu $43 million in three months. The brand and loyal following that Kardashian and Perry have were exactly what Masi and Glu were looking for. It seems they believe Ramsey, who also appears on “Hell’s” Kitchen,” “Kitchen Nightmares” and “MasterChef,” has the same kind of allure.