ONLYPLAY Unveils New Brand Identity After Six Years of Growth

From a Young Company to an International Provider

Since its launch in 2020, ONLYPLAY has expanded significantly. The company now offers a portfolio of more than 150 games, with content available in 18 languages and partnerships with more than 2,500 companies.

Beyond these figures, the company says its internal transformation has been equally significant. Its team has gained experience, while production capabilities and technology have evolved and product priorities have become more clearly defined.

Data, mathematics and commercial considerations now play a greater role in the company's approach to experimentation and product development.

However, the brand identity had not evolved at the same pace.

When the Brand No Longer Reflected the Business


 

The gap became particularly apparent at ICE Barcelona 2026. According to Christina Muratkina, CEO of ONLYPLAY, the event marked a turning point in the company's decision to rethink its identity.

“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.”

Muratkina added that the company's new identity needed to reflect its development and maintain the same professional standards applied to its games.

“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 realization prompted a broader review of the brand, with the company examining which elements still represented its current business and which belonged to an earlier stage of its development.

Preserving a Recognisable Element


 

ONLYPLAY decided to retain the circular target at the centre of its logo, which had become one of the company's most recognisable visual elements over the past six years.

At the same time, the wider visual system has been redesigned. The new identity includes a redesigned logo system, an expanded colour palette, new typography, a refreshed graphic language and an updated digital presence.

The company says the changes are intended to go beyond aesthetics and reflect its current approach to product development.

ONLYPLAY continues to experiment with mechanics, formats and concepts, while applying criteria related to mathematics, player appeal, international markets and value for partners.

The company has now applied a similar approach to its own brand.

A New Identity for a More Mature Business

The rebrand is intended to align the company's visual identity with the business it has developed into.

The previous identity was created when ONLYPLAY was still establishing itself in the market. Six years later, the company says it has a clearer understanding of its products, operating model and future direction.

The new visual system is designed to give this stage of the business a distinct identity.

In the company's own words, ONLYPLAY had outgrown ONLYPLAY.

New Brand to Debut at SBC Summit Lisbon

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

The new branding will be featured across ONLYPLAY's stand, digital experience, characters and new merchandise collection.

The company will exhibit in Hall 2, Stand B111, where visitors will see the new identity presented in a physical event environment for the first time.

For ONLYPLAY, the Lisbon event will mark more than the introduction of a new logo. It will represent the company's first full-scale presentation of what it describes as its next visual era.