Play’n GO marks a defining milestone with this celebration of Rich Wilde, honouring ten years of Book of Dead and one of the most recognisable characters in modern slot history. 

Since Book of Dead introduced players to Rich Wilde in 2016, the globetrotting archaeologist has become far more than a protagonist. He represents Play’n GO’s commitment to character-led design and cinematic presentation in a market often driven by mechanics alone. Over the past decade, Rich has headlined this iconic series, visiting ancient tombs, unravelling supernatural mysteries, and discovering the homes of lost civilisations, establishing one of the industry’s most enduring in-house IPs. 

To commemorate the ten-year anniversary, Play’n GO has launched a multi-layered brand campaign that brings the world of Rich Wilde beyond the screen. A large-scale sand art installation, captured via sweeping drone footage, serves as a striking tribute to the character’s penchant for exploring the Egyptian desert. A custom brick-built Rich Wilde figure adds a collectible dimension, while cinematic teasers and retrospective content revisit defining moments from the series. Each activation reinforces the studio’s long-standing focus on creativity, narrative continuity, and cultural impact. 

The celebration also connects the legacy of Book of Dead with later entries in the series, including Tome of Madness and other Wilde releases that expanded the universe into darker and more experimental territory. For long-time fans and newer audiences alike, the campaign underscores why Rich Wilde remains a cornerstone of Play’n GO’s portfolio. 

Magnus Wallentin, Games Ambassador at Play’n GO, said: “Rich Wilde helped define a new era for Play’n GO. Ten years on, the character still represents our belief that strong identities and cohesive worlds create lasting player engagement. This celebration honours that legacy – while looking ahead to what comes next.”