Play’n GO Marks 10 Years of Book of Dead with Rich Wilde

Play'n GO has unveiled a major anniversary campaign celebrating a decade of its flagship slot Book of Dead and its central hero, Rich Wilde, highlighting the long-running impact of one of the industry’s most recognisable in-house characters.

First released in 2016, the title introduced players to the adventure-driven archaeologist and established a style built around narrative themes and cinematic presentation rather than mechanics alone. Across multiple releases since then, the character has led players through tomb explorations, supernatural storylines and ancient-world settings, forming a durable branded series within the studio’s portfolio.

To mark the ten-year milestone, the supplier rolled out a broad brand campaign extending the character’s world beyond gameplay. The initiative includes a large desert-themed sand art installation filmed by drone, a custom brick-built figure designed as a collectible-style tribute and a set of cinematic teasers and retrospective videos revisiting key chapters from the series. The activations are designed to spotlight the studio’s emphasis on storytelling, continuity and visual identity.

The anniversary promotion also links the original title with later entries in the connected series, including darker and more experimental follow-ups that expanded the narrative universe around the same protagonist. The campaign positions the character as a long-term pillar of the provider’s game lineup for both returning and new players.

According to Games Ambassador Magnus Wallentin, the character helped shape a new creative phase for the studio and continues to represent its focus on strong identities and cohesive worlds that support sustained engagement. A new Rich Wilde-themed release is scheduled to launch next week as the next step in the series.