Just like in the real world, there are groups that commit organized crimes in the virtual world of Sword Art Online, and it looks like you’ll be tackling the kingpin of one of the biggest dark guilds in Sword Art Online: Hollow Fragment, reports Dengeki. This individual seems to have a connection with the new character, Philia.

The man in question was first seen towards the end of Sword Art Online: Hollow Fragment’s latest TV commercial, where the orange rep character Philia is shown telling him that she wished she never met him.

To bring you up to speed, Laughing Coffin is an infamous player-killing “Red Guild” in the world of Sword Art Online, and as some of you may have noticed, the guy in the trailer has the guild’s emblem on his glove.

As it turns out, he is known as PoH (pronounced Pooh—yes, like the bear) and is the leader behind the player killing guild.

PoH is a “red player,” meaning he’s gone beyond the crimes of your average orange player, and is also known as the murderer. He’s known for having a mysterious charismatic vibe, and has killed countless other players.

While we still don’t know what his relationship with Philia is, the story of Sword Art Online: Hollow Fragment will be revealing it, along with more on the dark guild.

Sword Art Online: Hollow Fragment is slated for release on April 24 for PlayStation Vita.