ONLYPLAY Unveils New Brand Identity Following Six Years of Expansion

ONLYPLAY, the international gaming content provider, has launched a new brand identity to reflect its transformation since founding in 2020. The rebrand comes after a period of significant growth, with the company now operating in 18 languages and partnering with over 2,500 operators. The changes were first made public ahead of the SBC Summit Lisbon 2026, with CEO Christina Muratkina underscoring the need for an identity that corresponds to ONLYPLAY’s technical maturity and market position.

ONLYPLAY’s Brand Transformation After Six Years of Growth

In six years, ONLYPLAY expanded from a new entrant to an established provider in the global gaming sector. The company’s content catalogue now exceeds 150 games, covering diverse markets via multilingual support and a large partner network. Internally, the team grew in production scale, technical expertise, and data-driven decision-making, evolving toward a mature, commercially focused organisation. The brand identity, however, did not keep pace with the company’s operational changes until now.

The Catalyst: ICE Barcelona 2026 and the Realisation for Change

The necessity to rebrand became clear at ICE Barcelona 2026. Christina Muratkina, CEO of ONLYPLAY, highlighted the moment she recognised a gap between the company's internal development and its external presentation.

“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.” — Christina Muratkina, CEO, ONLYPLAY

This moment became the catalyst. Rather than modernising the old brand superficially, the company asked what visual elements still represented its current identity and what reflected the early-stage business it no longer was.

Maintaining Brand Recognition With the New Identity

ONLYPLAY’s creative team retained the well-known circular target at the centre of the logo, a design element that had become familiar over six years. Still, the broader visual system was comprehensively refreshed:

• A new logo system
• Expanded colour palette
• Updated typography
• Revised graphic language
• Redesigned digital assets

Continuity remained important, but the new brand system introduces bolder, clearer standards for product presentation and creative expression. As the company experiments with mechanics and game formats, internal standards require every new concept to be mathematically sound, intuitive for players, and commercially viable across markets—criteria now reflected visually as well.

A Brand Identity Aligned With Product and Market Strategy

The new visual identity positions ONLYPLAY with a language suited to its international scale and ambitions. The company’s previous identity was created during an initial phase of market entry. By 2026, increased clarity around product strategy, operational methods, and market objectives guided the rebrand process. This alignment is seen as critical for supporting future commercial activity and continued product innovation. The shift also aims to signal reliability and maturity to partners across casino and online gaming sectors.

Launch of the New Look at SBC Summit Lisbon 2026

The rebranded ONLYPLAY will debut at the SBC Summit Lisbon, from September 29 to October 1, 2026. The new identity will be visible throughout Hall 2, Stand B111, encompassing the stand itself, digital touchpoints, character design, and a new merchandise line. The company emphasises that this presence is not just a new logo but represents a full rollout of what it describes as its next visual era. The Lisbon event will function as the first comprehensive, offline presentation of the revamped brand system.

Outlook for ONLYPLAY Post-Rebrand

ONLYPLAY’s rebrand aligns its visual presentation with its operational and technical maturity. The focus remains on delivering experimental but commercially-proven game mechanics across a global market footprint. As the company pursues further partnerships and market expansion, the new brand identity is intended to support recognition among B2B stakeholders, technology partners, and operators. The announcement comes amid broader industry trends toward brand evolutions that track internal shifts in company scale and capability.