KUALA LUMPUR, June 13 — Thai horror sensation Ghost Board hit local screens on June 11, riding a wave of viral success from its digital counterpart.

Directed by Chanathip Wongpoltree, the franchise first found its footing on the Roblox platform in May.

Roblox has solidified its position as a global entertainment titan, boasting more than 85 million daily active users.

Capitalising on this reach, Pall's Studio developed Ghost Board: Before Dawn following the film’s initial announcement, a move that quickly found favour with the platform’s massive player base.

Mirroring its cinematic counterpart, the game pits a group of teenagers against supernatural forces. Players must confront ghosts and survive until daybreak after a mysterious board game goes wrong. The digital experience clocked over 700,000 plays within its first two weeks, even catching the eye of major gaming influencers.

The game offers various endings based on player choices. Current statistics from Roblox reveal a high stakes environment: 70.8 per cent of players successfully survive until dawn, while 11.9 per cent meet a grim “Game Over” conclusion.

Produced by M Studio, Ghost Board taps into the dread of meddling with the unknown. Executive producer Visoot Poolvoralaks noted that the film challenges the belief that “some things should not be played with.”

“The key challenge is turning a board game — now a popular form of entertainment — into a medium that delivers truly immersive horror,” he said.

“We focus on creating an unpredictable horror atmosphere combined with the rules of a cursed board game that imposes a time constraint: the game must be completed before dawn. This creates intense pressure for both the characters and the audience,” he said in a statement.

The film features a talented ensemble including Ongart Jeamcharoenpornkul, Panisara Rikulsurakan, Win Sakulsangprapha, Nattawat Sumploy, Neenara Boonnitipaisit, and Pawat Ketsrisakda.

After its initial release in Thailand on March 12, the movie grossed THB40 million (RM4.9 million).