Play’n GO is among the most popular names in the online gambling industry. It’s a producer with legacy achievements and an ambitious future outlook—the hallmark of a great company. Upcoming developments ought to be engaging for every fan of slot gaming.
Magnus Wallentin, the Games Ambassador for the studio, took the time to discuss some of these exciting developments.
From the reconfiguration of the mega-hit Book of Dead to allusions to the producer’s future, this interview will provide you with plenty of valuable insight!
When you say Games Ambassador, what does that mean on a release week, in real terms?
On a release week I’m basically a mix of librarian and educator. I connect the dots between different departments, anything from product to account managers and sales, to data analytics. If it’s game related, I’m there. Exclusive or network activations, performance insights, comparisons to other themes, deeper feature or math breakdowns. I’m the one standing in the middle making sure everyone has what they need.
Who do you spend more time translating for, operators, internal teams, or players, and why?
Mostly internal teams and operators. Players don’t need as much translation, they just care if the game feels right. Internally and with operators I’m the one showing the game, explaining the core of it, and highlighting which markets or segments I expect it to resonate with. That’s usually where the most context is needed.
You made the point that hyper-engaged fans are not the typical player. How do you decide which feedback to trust when loud opinions are everywhere?
I look at patterns, not volume. Hyper‑engaged fans are great because they care a lot, but they’re not always representative of the everyday player who doesn’t voice their opinion. So I cross‑check feedback with actual player behavior and performance data. If loud opinions line up with what we see in the numbers, then it carries weight. If not, it’s still useful, but I take it as one perspective, not the whole picture.
Book of Dead is a landmark game. What had to be true for you to feel comfortable revisiting it at all?
If we were ever going to revisit it, it had to feel like the right moment and the right purpose. The 20th anniversary is the perfect time to celebrate the legacy and continue the Book of Dead saga in a meaningful way.
What was untouchable in this remake, the math feel, the pacing, the free spins identity, or Rich Wilde himself?
Rich Wilde definitely got a well‑deserved visual update, and the symbols are still familiar, but the overall art direction has taken a fresh path. For me it’s always about balance. You keep the core features and the overall feel players know and love, but you introduce new layers that make the game even better. I think we’ve managed to stay loyal to the original while adding more depth, more entertainment, and more things to discover. Nothing has been taken away, it’s simply expanded.
Why attach GO Collect to Book of Dead specifically, what does that mechanic add to the base game loop that the original did not have?
GO Collect is a perfect match for Book of Dead because it enhances the experience without disrupting the classic gameplay. Golden Staters can land as symbol overlays, and each one is visually collected into the ceremonial bowl. This creates a sense of ongoing progress and excitement on every spin. Each stater also has a chance to trigger the Hold & Win feature, introducing a new layer of anticipation that complements, rather than replaces, the original loop.
Treasure Vault is a Hold and Win style feature. How did you make it feel like part of Book of Dead, not a bolt-on from a different genre of slot?
GO Collect plays a big role here. The collection mechanic creates a natural sense of discovery and a seamless transition from the base game into the feature. If we had added a new scatter symbol instead, it could sometimes block line wins and create friction. One of the elegant aspects of Book of Dead is that the scatter symbol is also wild, so nothing ever feels like it’s “in the way.” Treasure Vault maintains that same elegance and flow.
The Treasure Gamble can double the win or wipe it out. How do you present that moment so it feels like player choice, not pressure?
We approached this very intentionally. At the end of the bonus round, players are shown their total winnings and given a clear, balanced choice. Neither button is visually emphasized, there are no subliminal cues or “pushes” toward gambling. It’s a genuinely neutral presentation that lets players decide whether they're satisfied or want to take a chance at doubling their win.
This version also updates the visuals. In the first 30 seconds, what should a Book of Dead veteran notice, and what should stay familiar?
Veterans will instantly recognize the classic symbols and the familiar Book of Dead atmosphere. At the same time, they’ll notice new elements: the ceremonial bowl, the instant jackpots surrounding it, and the Golden Staters appearing on top of certain symbols. It’s a balanced mix of heritage and innovation, fresh, but unmistakably Book of Dead.
Bonus mechanics question: which bonus formats pair well with high volatility games, and which ones quietly pull the game off course?
High-volatility games thrive when bonus features amplify anticipation without overwhelming the core loop. Mechanics that build progression or enhance existing features work beautifully. What hurts the experience is anything that fires too often without impact, or mechanics that shift the attention away from the core volatility curve and make the pacing feel uneven.
From an operator point of view, what is the smartest way to launch a remake like this, exclusive first or wide distribution?
A wide distribution supported by strong on-site positioning is the smartest approach. Book of Dead is a flagship title with enormous brand recognition, so simply seeing a new version of it naturally sparks curiosity and encourages players to give it a spin. Highlighting the game clearly across key areas of the site ensures players discover it organically and immediately understand that something exciting has arrived. With a name this powerful, visibility becomes one of the strongest tools for driving engagement and momentum.
If you could delete one slot trend from the industry, what would that be?
Bonus Buys. They shortcut the journey and sell only the destination. They create extremely volatile experiences that can be very costly for regular players and ultimately don’t enrich the long-term experience.
When you map out the next 12 months, what kind of portfolio are you trying to build, and what are you trying to avoid?
We’re expanding our portfolio with new key features and aiming to build the most entertaining online casino games in the industry. We’ll dive deeper into backstories, presentation, and the types of features that resonate with players and keep them engaged. What we want to avoid is repetition—copy‑pasting formats or relying too heavily on a single mechanic. Our goal is variety, depth, and fun.
This interview was authored by Andrei Vlaicu, with special thanks to Magnus Wallentin for his invaluable contribution to the creation of this piece.
