The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. Cold atomic gases resonantly excited to Rydberg states can exhibit strong optical nonlinearity at the singlephoton level. We observe that in such samples radiation trapping leads to an additional mechanism for Rydberg excitation. Conversely we demonstrate that Rydberg excitation provides an in situ probe of the spectral, statistical, temporal, and spatial properties of the trapped rescattered light. We also show that absorption can lead to an excitation saturation that mimics the Rydberg blockade effect. Collective effects due to multiple scattering may coexist with cooperative effects due to long-range interactions between the Rydberg atoms, adding a new dimension to quantum optics experiments with cold Rydberg gases.