Rich Knuckles is a character in Serious Sam 3: BFE's commercials and a multiplayer character in Serious Sam 3: BFE.
Rich Knuckles is a Caucasian man in his 30s with brown hair, glasses, a plain suit with light tan pants, and a headphone. He stars in the Serious Sam 3: BFE help line series of videos, where he serves as a member of the fictional Serious Sam 3: BFE helpline, where he gives advice to customers that need help, such as why their health isn't regenerating while they're hiding behind cover or why the game is too hard. He usually sasses them for asking such dumb questions.
In December 2011, he reappeared in a video Devolver Digital made for a contest Doritos was holding, where anyone could submit a video promoting Doritos for a chance of it appearing during the 2012 Super Bowl. However, the video has been deleted after the Super Bowl was over.
He also appears as a multiplayer character in Serious Sam 3: BFE. Apparently, he's gotten tired of helping people with the game, so he's going through it himself.