ONLYPLAY Rebrands and Launches Hyper Play Format Lab

ONLYPLAY is arriving at SBC Summit Lisbon with more than a new game deck. The studio has quietly repainted its entire identity and, alongside it, opened a dedicated in-house lab called Hyper Play, whose job is to dream up formats that don’t fit neatly into “slot” or “crash” boxes at all.

What’s been released

ONLYPLAY, a games studio that has been building its catalogue for six years, has unveiled two connected pieces of news ahead of the Lisbon show.
This September, ONLYPLAY unveiled a refreshed brand it describes as brighter, bolder and more accurate in reflecting the character and scale of ONLYPLAY today, with Lisbon set to be the first time the industry sees it in full.
The studio, headquartered in Vilnius, Lithuania,
has grown rapidly thanks to integrations with leading platforms and direct operator partnerships
, and
its portfolio now spans over 100 mobile-optimised games, including its interactive TapGames line.

Sitting alongside the rebrand is Hyper Play, described as a dedicated product initiative rather than a single title.
Onlyplay is launching Hyper Play as a dedicated product initiative within the company, focused on formats that could help shape the next phase of iGaming and, over time, evolve into genres and subgenres in their own right.

The team will publicly debut Hyper Play and showcase its first game demo at SBC Summit Lisbon 2026
, which runs from 29 September to 1 October at Stand B111 in Hall 2.

What’s changed

The thinking behind Hyper Play borrows more from app-store game design than from traditional casino development.
Hyper Play is a strategic initiative focused on developing new game formats and reaching a broader iGaming audience, combining Onlyplay’s six years of iGaming experience with approaches drawn from mobile and PC game development.
That means a heavier emphasis on
pace, depth of interaction, replayability, and the ability to remain engaging well beyond a player’s first session
rather than a single spin-and-win loop.

The division is being led by a hire from outside the traditional slot world.
The initiative will be led by Eugene Lavrinenko, a game developer with more than 12 years of experience in mobile and PC gaming, who founded two game studios and worked with teams to create more than 400 prototypes and launch several international hits.
CEO Christina Muratkina has framed the move as one built on internal readiness rather than reaction to a trend, noting
the goal is to work with ideas early enough to influence what the next major iGaming formats become.

The rebrand itself grew out of a similar sense that the studio’s presentation had fallen behind its output.
CEO Christina Muratkina has described a turning point at ICE Barcelona 2026, saying the company had become much stronger technically, taken its art to a different level and built an entire product ecosystem, while visually still presenting itself as the company it used to be.

Where it fits

ONLYPLAY’s back catalogue has leaned heavily on tap-driven and instant-win mechanics rather than reel-based slots, and its distribution already runs wide.
The company maintains ongoing partnerships with major aggregators such as SoftSwiss and Slotegrator, enabling widespread distribution across iGaming platforms worldwide
, the same kind of pipes that carry content onto many UK-facing operator sites. A Hyper Play format that proves itself at aggregator level would have a ready-made route into UK lobbies without needing a separate rollout deal.

For now, Lisbon is a reveal rather than a release: the rebrand and the Hyper Play demo are both being shown in public for the first time at the show, with a broader rollout to follow once the studio has gauged how operators respond to the new direction.

Sources

• Gambling News – Meet the New ONLYPLAY at SBC Summit Lisbon 2026
• Gambling News – ONLYPLAY Launches Hyper Play, a New Direction for Developing the Next Generation of iGaming Products
• NEXT.io – ONLYPLAY launches Hyper Play, a new direction for developing the next generation of iGaming products
• NEXT.io – Meet the new ONLYPLAY at SBC Summit Lisbon 2026
• Yogonet International – ONLYPLAY redesigns brand identity to match six years of business growth
• iGaming Express – Onlyplay