The digital entertainment company, NetEnt is bringing TV chef Gordon Ramsey to its popular online slot games, thanks to a new partnership brokered by Global Merchandising Services.

Notorious for colourful language and TV flair throughout his global television career, Ramsey will be incorporated into NetEnt’s growing library of branded content with his famous catchphrases and imagery.

The Hell’s Kitchen and 24 hours to Hell and Back presenter first graced TV screens in 1998 in the UK mini-series Boiling Point, and has since become a global personality famed for his fiery temper and razor-sharp wit.

Ramsay’s empire of eateries spreads from the UK and France to Singapore, Hong Kong and the US, with 16 Michelin stars under his toque.

“Gordon Ramsay is a true rock star of the restaurant world. His strong personality and use of colourful vocabulary as front-man of Hell’s Kitchen have earned him legend status as a multi-Michelin starred celebrity chef, with fans all over the world,” said Bryan Upton, NetEnt director of games.

“Just as importantly, this allows us to produce a true slot with a strong narrative and a lot of adult fun. We can’t wait to see what our players think of what we have in store for them.”

The deal was brokered by Gordon Ramsay’s licensing agent, Global Merchandising Services.

Licensing manager, Jens Drinkwater added: “NetEnt’s commitment to entertainment has made it a clear leader in the online casino industry and we’re thrilled to support the company with the addition of Gordon’s branded title.”