1) Usually characters are made at the events, unless Sam (who does the cards) indicates otherwise.
2) Uelrog isn't a god, but rather a beast from the game worlds history. Most of his info you will find in the history of the old world. He was basically a monstrous ogre/giant who ravaged the world, with an army of crazed goblins and chaos creatures that fanatically worshiped him. They are responsible for committing genocide on the gnomes. His death is tied in with the historic creation of the Rift. It can be reasoned that his followers might hold the belief that someday he will pull himself up out of it and continue what he started.
- James C. Kimball Director, Knight Realms