ONLYPLAY Had Outgrown ONLYPLAY: The Story Behind Its New Identity

After six years of growth, ONLYPLAY has unveiled a new brand identity designed to reflect the company it has become and the ambitions driving its next stage.

Six years can change a company radically.

Since its launch in 2020, ONLYPLAY has grown from a young company into an international gaming content provider. Today, its portfolio includes more than 150 games, its content is available in 18 languages, and it works with more than 2,500 partners.

But while the numbers tell one part of the story, the bigger transformation happened inside the business.

Over the same period, the team gained experience, production and technology evolved, and product priorities became clearer. Experimentation became increasingly supported by data, mathematics, and commercial logic.

ONLYPLAY had changed.

Its brand had not changed with it.

When the brand stopped looking like the company

The disconnect became particularly clear at ICE Barcelona 2026.

For Christina Muratkina, CEO of ONLYPLAY, that was the moment when the gap between the business and its visual identity became impossible to ignore:

“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. 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.

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.”

That realisation became one of the catalysts for a wider rethink of the ONLYPLAY brand.

Rather than asking how to make the existing identity look more modern, the company started with a different question: what still represented ONLYPLAY, and what belonged to a version of the company it had already outgrown?

Keeping what was already recognisable

The team chose to keep the parts of the identity that had already become recognisable.

The circular target remains at the centre of the logo. Over six years, it had become one of ONLYPLAY’s most recognisable visual elements, so continuity became part of the rebrand brief.

The system surrounding it has been comprehensively redesigned.

The result is a bolder and more expressive ONLYPLAY, built around a new logo system, expanded colour palette, typography, graphic language and redesigned digital presence.

The change goes beyond aesthetics.

The refreshed system also reflects how the company now works: with more room for creative expression, but clearer standards around what makes a strong product.

ONLYPLAY continues to experiment with mechanics, formats and ideas. New concepts are expected to work mathematically, make sense to players, translate across markets and deliver tangible value to partners.

The same standard has now been applied to the brand itself.

A brand catching up with the business

The rebrand brings the visual identity back in line with a business that had already changed.

The previous identity was created for a younger ONLYPLAY, at a time when the business was still establishing its place in the market. Six years later, the company has a clearer understanding of what it creates, how it operates and where it wants to go next.

The new visual system gives that version of ONLYPLAY a language of its own.

Or, put simply:

Onlyplay had outgrown ONLYPLAY.

The new ONLYPLAY goes live in Lisbon

The refreshed brand will make its first major international offline appearance at SBC Summit Lisbon, taking place from September 29 to October 1.

Visitors will see the new identity brought into a physical environment for the first time, spanning ONLYPLAY's stand, digital experience, characters and new merchandise collection.

The company will exhibit in Hall 2, Stand B111.

For ONLYPLAY, Lisbon will not simply be another exhibition under a new logo. It will be the first full-scale introduction of what the company now calls its next visual era.