Anna Serheieva, Onlyplay: “Cultural relevance is at the heart of our creative process”
Anna Serheieva, Head of Partnerships at Onlyplay spoke with Focus Gaming News about the company’s upcoming attendance at SiGMA Central Europe.
Exclusive interview.- Ahead of SiGMA Central Europe, Focus Gaming News spoke with Anna Serheieva, head of partnerships at Onlyplay, about the company’s latest releases and innovations. Serheieva also discussed Onlyplay’s goals for 2026.
As you join SiGMA Central Europe, what can attendees expect from Onlyplay in terms of new releases, innovations, or future roadmap?
At SiGMA Central Europe, we’re showcasing the next chapter of interactive gaming – led by Tap Games and our newest hit, Fortune Chef Panda. This title expands our tap-based universe with a panda chef and sushi-themed gameplay where every tap brings instant action. Visitors can also explore our latest crash and instant-win titles built for speed, accessibility, and engagement. Our roadmap focuses on enhancing social gameplay, lightweight technologies, and localised experiences that make entertainment both faster and more personal.
“Our roadmap focuses on enhancing social gameplay, lightweight technologies, and localised experiences that make entertainment both faster and more personal.”
Anna Serheieva, head of partnerships at Onlyplay.
Onlyplay recently celebrated its 5th anniversary. Looking back, what do you consider the defining moments that shaped the company’s identity?
Our journey began as a small team with a bold idea – to make gambling more dynamic and interactive. The launch of Piggy Tap defined that vision, proving that a tap can be as thrilling as a spin. Expanding into Fortune Chef Panda, crash, and instant-win formats helped us build a portfolio that speaks to modern players worldwide. Reaching 2,000 operators, supporting 18 languages, and celebrating our 5-year anniversary in Lisbon marked our evolution from a newcomer into a trendsetter in igaming innovation.
We’ve seen your recent announcement – you’re releasing Chicken Plinko. Is this your first game using this mechanic? Tell us what players can expect.
Yes, Chicken Plinko is our first title using the Plinko mechanic – and it’s already a favourite inside the studio. The release is planned for the end of November, with a full gameplay presentation coming at ICE Barcelona. Players will meet a funny and charming chicken who drops eggs instead of balls, bringing the Plinko mechanic to life in a fresh and lighthearted way. It’s bright, simple, and full of good energy – the whole team is already in love with this chicken, and we’re sure players will feel the same.
The Tap Game format, introduced with Piggy Tap, has become a signature innovation for Onlyplay. How has player feedback influenced the evolution of Tap Games?
Player feedback has shaped every stage of our Tap Games evolution. When we launched Piggy Tap, players immediately connected with the fast-paced rhythm and the sense of community – tapping together toward shared rewards. That response inspired us to expand the format, adding more interactivity and emotion in titles like Fortune Chef Panda, where every tap brings the character and gameplay to life.
We’re especially proud that Piggy Tap has now been shortlisted for Best Product Breakthrough 2025 at the SiGMA Central Europe B2B Awards – a recognition that highlights how player-driven innovation can redefine the igaming experience.
Several of your titles, like Caramelo Jackpot, were designed with specific cultural references in mind. How important is localisation and cultural relevance in your content strategy for different markets?
Cultural relevance is at the heart of our creative process. We believe every market deserves content that feels native – not translated. Whether it’s Caramelo Jackpot inspired by Brazilian culture or the symbolic themes in Fortune Chef Panda, localisation lets us connect emotionally with players. It’s not just about visuals or language – it’s about understanding humour, rhythm, and values unique to each region.
With a portfolio ranging from Tap Games to crash and instant-win formats, how do you balance creativity with ensuring games remain accessible and easy to play for all audiences?
Our formula is simple – creativity should never complicate the experience. Every game, no matter how innovative, follows the “one-action” principle: tap, spin, or cash out. This simplicity keeps games intuitive, while design, themes, and rewards deliver excitement. From the lightning-fast CosmoX to the visually rich Fortune Chef Panda, we ensure that anyone can start playing instantly – and stay for the fun.
“Our formula is simple – creativity should never complicate the experience.”
Anna Serheieva, head of partnerships at Onlyplay.
What are the company’s main goals for 2026?
In 2026, we aim to expand Tap Games globally, strengthen our presence in LatAm, Asia, and Africa, and introduce new multiplayer and social mechanics. We’ll continue refining lightweight technologies for low-bandwidth markets and integrating provably fair systems across more titles. Our goal remains clear – to redefine how people play, interact, and enjoy igaming through fast, inclusive, and joyful experiences.
