Today we’re joined by Magnus Wallentin, Games Ambassador at Play’n GO, to talk about all things Book of Dead
Q1. Book of Dead has become one of the defining titles of modern online slots. When you look back over the last decade, what do you think it got “right” that so many games still try to replicate today?
I think the Book of Dead franchise has a very clear identity that players resonate with. The format is straightforward, the atmosphere is strong, and the experience feels consistent, so players know what they are signing up for and can settle into it quickly. I think it’d be fair to suggest that it’s helped define the entire genre of Egyptian-themed slots as a whole.
Q2. Rich Wilde has effectively become a recognisable face for the series. How important is it to have a central character or identity like that when you’re building a franchise players return to over years, not weeks?
It matters a lot, because a recognisable character gives the franchise a human anchor. Loading into a game with Rich Wilde makes it feel like you are joining another epic quest, rather than just spinning reels. When a world has a face and a consistent tone, it becomes easier for players to reconnect with it again and again, even as you introduce new chapters and new ideas.
Q3. Egyptian adventure slots are everywhere, but players still gravitate back to this theme. In your view, what is it about that setting that keeps feeling fresh when it’s done well?
The theme naturally carries mystery, hidden secrets, ancient gods, and the feeling that something valuable is there to be won. That sense of discovery is a powerful emotional hook. When you pair it with a strong character and genuinely great slot gameplay, you’ve got a winning slot on your hands.
Q4. From a design point of view, what’s the hardest part of making a new Book of Dead entry feel familiar while still giving experienced players something genuinely new to uncover?
The hardest part is always balance. You want players to recognise the features that made its predecessors so popular almost immediately, but you also need to deliver something new that feels meaningful, not just decorative. For Book of Dead GO Collect, the aim was to stay loyal to the original while expanding it with extra depth and entertainment, without taking major anything away.
Q5. Book of Dead GO Collect has been live for over a month now. Without getting into specific numbers, what have you been watching for to judge how players are responding, and what early signals matter most to you?
I personally look for patterns, not just the overall volume of people playing the game. The loudest opinions are not always representative of the everyday player, so I always cross-check feedback against actual player behaviour and performance data. If what people are saying lines up with what we see in the numbers, that is when it really carries weight.
Q6. GO Collect adds that extra “layer” during base play. What do you think players enjoy about having that sense of progression and anticipation alongside the classic Book of Dead free spins identity?
GO Collect creates a feeling of building towards something rather than simply waiting for one specific trigger. With Gold Staters landing as overlays and being collected into the ceremonial bowl, the base game feels more active, and there is a steady sense of progress. It also keeps the session feeling alive because each stater has the chance to open the door to the Hold & Win round, so something extra can happen without replacing the classic free spins identity people associate with Book of Dead.
Q7. Looking ahead, what’s your philosophy for keeping the Book of Dead universe evolving long-term, especially around variety and avoiding repetition, while still keeping the franchise cohesive?
The focus is on expanding depth and entertainment without falling into repetition. That means variety and fresh ideas rather than copy-pasting the same formats and not relying too heavily on a single mechanic. From a franchise point of view, there is still plenty of room to grow through new locations, artefacts and story threads, and I think you will see more continuity over time through light narrative links, shared symbols, or recurring events that help everything feel connected while still letting each game have its own identity.