Onlyplay Launches Hyper Play

A New Approach to iGaming Development

Onlyplay has announced the launch of Hyper Play, a dedicated product initiative designed to explore new formats that could shape the future of the iGaming industry and eventually establish entirely new genres and subgenres.

Hyper Play is a strategic initiative that combines Onlyplay’s six years of experience in iGaming with development approaches drawn from mobile and PC gaming. Its strategy places particular emphasis on gameplay pace, interaction depth, replayability, and creating experiences that remain engaging beyond the initial session.

Hyper Play will be led by Eugene Lavrinenko, a serial entrepreneur and game developer with more than 12 years of experience in mobile and PC gaming. Before joining the initiative, he founded two game studios and collaborated with development teams on more than 400 prototypes, several of which evolved into international hits.

His expertise covers the entire development process, from initial concepts and core gameplay mechanics to launching products in international markets.

Building the Next Generation of Game Formats

Hyper Play aims to develop mechanics and formats with the potential to extend beyond individual releases and create entirely new opportunities for product development.

Rather than focusing exclusively on launching new titles, the initiative will explore concepts capable of gaining long-term traction and establishing their own market categories.

Christina Muratkina, CEO of Onlyplay, explained the reasons behind the launch:

“Onlyplay is growing steadily, and we now have the resources to invest in new products and teams. We have been working towards this for some time, and this feels like the right moment to take that step.

“The market is also creating the right conditions: the industry needs fresh ideas and new game formats. Eugene was also ready to take the next step and build Hyper Play.

“For us, everything came together naturally. We have a strong team, a clear product vision, and the resources to make it happen — and the market timing is right.”

Bringing Mobile and PC Gaming Concepts into iGaming

As audience expectations continue to evolve, intuitive gameplay, fast-paced experiences, variety, and dynamic sessions have become increasingly important elements of digital entertainment.

Hyper Play intends to bring these principles into the iGaming sector by developing mechanics that are easy to understand while offering different scenarios and sustained engagement.

The company's experience in mobile and PC gaming will provide a fresh perspective on gameplay pace, multiplayer interaction, replayability, and the overall structure of gaming experiences.

According to Muratkina, the initiative builds on an experimental approach that Onlyplay has already been pursuing internally.

“At Onlyplay, we have always done a lot of experimenting with mechanics, and some of those experiments have already become successful products — Piggy Tap is one example.

“With Hyper Play, we want to take that further and establish it as a fully fledged area of the business, with its own vision and game roadmap. We see significant potential at the intersection of mobile, PC and iGaming. Mobile and PC games approach mechanics, engagement and player interaction very differently.

“We want to take the strongest elements of that experience and bring them into iGaming to create more varied, deeper and more engaging gameplay.”

Hyper Play to Make Its Public Debut

Hyper Play will make its public debut at SBC Summit Lisbon 2026, scheduled to take place from September 29 to October 1.

At the Onlyplay stand, visitors will have the opportunity to discover a demo of the initiative's first game. The team will be available in Hall 2, Stand B111.

With Hyper Play, Onlyplay aims to position itself among the companies helping define the future of the iGaming market, exploring emerging concepts early and developing the next generation of gaming formats.