ONLYPLAY brought its refreshed brand into a major offline setting for the first time at SBC Summit Lisbon 2026, while also meeting partners, reviewing ongoing projects, and discussing upcoming launches.
The provider introduced its new Hyper Play gaming initiative at the show, where discussions with industry partners highlighted growing operator demand for post-launch support, marketing collaboration, and long-term player engagement.
The three-day event also marked the first physical presentation of the company’s refreshed brand identity, while meetings with existing and prospective partners focused on technical integrations, product performance, upcoming releases and promotional strategies.
According to ONLYPLAY, operators are increasingly looking beyond initial game integration when selecting providers, placing greater emphasis on marketing support, personalization and continued collaboration after launch.
“There’s much more focus on what happens next – how you promote that content, engage players, and build long-term relationships with partners,” said Olha Marchenko, Partnership Manager at ONLYPLAY.
The company said these expectations are influencing partnership discussions, with marketing plans and promotional activities increasingly considered alongside technical integration requirements. Operators are also seeking clearer information about available marketing tools, joint promotional opportunities, and ongoing support once games become available to players.
Meanwhile, Hyper Play represents a new strategic direction for ONLYPLAY, combining its iGaming experience with development approaches drawn from mobile and PC gaming.
The initiative focuses on developing alternative gaming formats, improving replayability, introducing multiplayer interaction and expanding session design. Partners attending the Lisbon summit were shown the first Hyper Play demonstration and had opportunities to discuss its development approach.
Hyper Play is led by Eugene Lavrinenko, a game developer and entrepreneur with more than 12 years of experience in mobile and PC gaming. He has worked with development teams on more than 400 prototypes and several internationally successful titles and currently oversees the initiative’s product strategy and development.
The summit also provided an opportunity for ONLYPLAY to present its redesigned corporate identity through an exhibition stand featuring digital displays, branded characters, merchandise, meeting areas and product visuals.
“What I loved most was that we didn’t even have to point out our rebranding. Partners noticed it themselves,” said Anna Serheieva, Head of Partnerships at ONLYPLAY.
The company reported that visitors familiar with its previous exhibition appearances commented on the changes, while discussions subsequently turned to operational requirements and future business activities.
Partnership Manager Iuliia Pelekhata said existing partners also provided feedback on the company’s services and approach to cooperation: “What’s especially rewarding is that partners know us not only for our games, but also for the quality of our service and the way we approach cooperation.”
According to ONLYPLAY, some partners expressed willingness to recommend the company based on their previous experience with integrations, launches and ongoing technical assistance.
The summit also enabled face-to-face meetings with partners previously contacted primarily through digital communication channels, allowing discussions on outstanding technical matters, current projects and future plans. Following the event, ONLYPLAY said its priorities include preparing proposals, reviewing upcoming product launches, coordinating marketing initiatives and following up with new and existing partners.