After six years of rapid expansion, ONLYPLAY has launched a comprehensive rebrand designed to match the company it has become.
Founded in 2020, ONLYPLAY has grown into a major international gaming content provider with a portfolio of more than 150 games available across 18 languages.
The company now works with more than 2,500 partners, a figure that illustrates just how far the business has travelled since its earliest days.
While the numbers reflect impressive external growth, the deeper transformation at ONLYPLAY happened inside the organisation itself over those six years.
Production capabilities evolved, technology advanced, and the team’s approach to product development became increasingly driven by data, mathematics, and commercial logic.
Despite all of this internal change, the brand’s visual identity had remained largely static, creating a growing disconnect between what ONLYPLAY was and how it presented itself.
For CEO Christina Muratkina, the moment that disconnect became impossible to ignore arrived at ICE Barcelona 2026.
Muratkina described the experience directly: “The turning point came at ICE Barcelona 2026. I looked at our stand and suddenly saw the gap very clearly: ONLYPLAY had already outgrown its identity.”
She continued: “We had become much stronger technically, taken our art to a completely different level, built an entire product ecosystem and become a mature, reliable partner for the market, while visually we were still presenting ourselves as the company we used to be.”
Muratkina was clear on what needed to happen next: “That was when I realised our brand needed to reflect the company we had become. And if we create our games to a professional standard, our identity should be created to the same standard by professionals.”
The rebrand retains the circular target logo that had become one of ONLYPLAY’s most recognisable visual elements over the past six years, preserving a sense of continuity within the new identity.
Everything surrounding that central element has been comprehensively redesigned, including a new logo system, expanded colour palette, typography, graphic language, and a fully redesigned digital presence.
The refreshed visual system also reflects how ONLYPLAY now operates, balancing creative experimentation with clearer standards around mathematics, player experience, and partner value.
New concepts developed under this framework are expected to make sense to players, translate effectively across different markets, and deliver measurable value to the company’s growing partner base.
The previous identity was built for an earlier, younger version of ONLYPLAY, at a time when the company was still finding its footing in the competitive gaming content market.
Six years on, ONLYPLAY has a sharper understanding of what it creates, how it works, and where it intends to go, and the new visual system gives that version of the company its own distinct language.
The refreshed brand will make its first major international offline appearance at SBC Summit Lisbon, running from September 29 to October 1, where ONLYPLAY will exhibit in Hall 2, Stand B111.
Visitors to Lisbon will see the new identity brought into a physical environment for the first time, covering the company’s stand, digital experience, characters, and a new merchandise collection.
For ONLYPLAY, the Lisbon event marks more than another trade show appearance under a new logo — it signals the formal opening of what the company is calling its next visual era.
