ONLYPLAY has introduced a new visual identity, a change the company says corresponds with the scale its business has reached since its 2020 launch.
The provider’s portfolio now includes more than 150 games, available in 18 languages, and the company works with more than 2,500 partners.
According to ONLYPLAY, the transformation extends past figures. Over six years, the team gained experience, production processes advanced, and technology evolved, while product priorities became clearer. Experimentation is now supported by data, mathematics and commercial logic, according to the company. Despite these internal changes, the visual identity had not changed.
“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,” said Christina Muratkina, CEO of ONLYPLAY.
“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,” said Muratkina. “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.”
Rather than asking how to modernize the existing identity, the company instead asked which elements still represented ONLYPLAY and which belonged to an earlier version of the business.
A new system built around a familiar symbol
The circular target at the center of the logo remains unchanged. Over six years, it became one of the brand’s most recognizable elements, so the company decided to keep it as part of the redesign.
Every other component of the identity has been redesigned, including the logo system, color palette, typography, graphic language and digital presence, according to the company.
ONLYPLAY plans to present the new identity in a physical setting for the first time at SBC Summit Lisbon, which is scheduled for September 29 to October 1. The company will occupy Stand B111 in Hall 2.
Visitors to the stand will see the updated identity applied to the company’s booth, digital experience, characters and a new merchandise collection.
Company representatives describe the Lisbon appearance as the first full-scale introduction of what ONLYPLAY calls its next visual era, rather than simply another exhibition under a new logo.