Onlyplay Rebrands Into ONLYPLAY. Here’s How & Why

After six years of serving it well, Onlyplay ditches the name and rebrands into ONLYPLAY. The new name reflects how much the company has evolved over the years.

It’s not just the letters that have grown. Since its launch in 2020, ONLYPLAY has blossomed into a provider with 150+ games presented in 18 languages and present in 2,500+ operators across the world. Over time, ONLYPLAY turned into one of the most exciting software providers on the planet, and the rebrand is the natural progression of that.

How It Happened

According to the company CEO, Christina Muratkina, the rebrand idea had a time and place. The time was January 2026 and the place ICE Barcelona 2026: “I looked at our stand and suddenly saw the gap very clearly: ONLYPLAY had already outgrown its identity.”

Muratkina added that the company had become much stronger technically, having built “an entire product ecosystem and become a mature, reliable partner for the market.” This all begged for a visual identity update that reflected the company’s true evolution. But not revolution, mind you. The company has preserved the recognizable circular target at the center of its logo.

It is the surrounding part that got redone. The new-look logo is bolder, more expressive, and reflects the confidence that the team has in the brand. Echoing that sentiment, this is how Muratkina summarized the rebrand: “If we create our games to a professional standard, our identity should be created to the same standard by professionals.”

Keeping What Worked, Rethinking the Rest

Beyond visual updates, the team re-evaluated how the entire operational framework performs behind the scenes.

The priority moved toward practical functionality. What used to be growth for growth’s sake is now building a structure that maintains consistency everywhere without requiring custom workarounds for every new format or market integration.

This system also handles a specific iGaming reality of individual games often outshining the company behind them. With a portfolio spanning slots, crash games, tap titles, and instant win releases, ONLYPLAY needed a framework that lets individual games and characters take the spotlight without requiring the corporate brand to reinvent itself with every new launch.

Recent ONLYPLAY Games

The rebrand comes fresh off the heels of one of the provider’s stronger release windows in recent months. The latest game in the ONLYPLAY portfolio is Champions Night: Hold and Win, a slot that launched just yesterday, September 17.

It’s a medium-volatility NFL-themed slot with a Bonus Coin game that goes on for multiple rounds at a stretch. At 12,219x, it’s got a fairly large max win potential for a mid-volatility slot.

Previous releases include slots such as Fox Gold Rush with an RTP of 97%, a 3×3 classic Lucky Barrel themed around Oktoberfest (and the imagery that traditionally follows the event), and an instant win game, Royal Africa.

The last mentioned is particularly interesting. Royal Africa combines the traditional Wheel of Fortune gameplay with multipliers, bonus games, and even jackpot games with max win potential up to 640x. At the center of the screen is not the wheel, though, but the magnificent African Queen whose regal presence graces the wheel with endless wisdom, plenty and prosperity. Or so we’d like to think.

The next title lined up for release is Fortune Week (September 24).

The Next Era Starts in Lisbon

The refreshed brand will make its first major international offline appearance at SBC Summit Lisbon (September 29 to October 1, Hall 2, Stand B111, if you’re going). Players and visitors will see the new identity come to life across ONLYPLAY’s stand, digital experience, characters, and merchandise collection.