Anna Serheieva, Onlyplay: “We realised we were creating experiences, not just games”
On the verge of Onlyplay’s fifth anniversary, its head of partnerships reflects on the journey from bold ideas to industry-defining innovations.
Exclusive interview.- In an industry often driven by formulas and trends, Onlyplay has carved out a unique space by reimagining what gaming can feel like. As the company celebrates five years of growth, experimentation, and bold storytelling, the company’s head of partnerships Anna Serheieva gave Focus Gaming News an interview to reflect on the creative risks that paid off, the evolution of their vision, and the passion behind their now-signature Tap Game format.
Looking back at Onlyplay’s journey, what are you most proud of achieving in these first five years?
I’m incredibly proud that we didn’t just follow trends – we helped reshape them. From day one, we aimed to create games that break conventions and spark emotion. Seeing Piggy Tap become a global hit – and Tap Game mechanics redefine how players interact – has been truly rewarding. But more than stats or awards, I’m proud of our team – their passion, creativity, and resilience made everything possible.
How has the company’s vision evolved since the early days, and what key moments shaped that transformation?
In the early days, our vision was simple – to create games that feel different. Over time, it evolved into something deeper, to transform how players experience gambling and casual formats. One turning point was launching our first Tap Game. The reaction was powerful – players weren’t just playing, they were engaging, interacting and returning. That moment changed us – we realised we were creating experiences, not just games.
Onlyplay has made a name for itself with instant-win games and creative formats – what inspired you to take that direction?
It started with a question: Why do so many games feel the same? We saw a gap between traditional formats and what modern players actually want – speed, emotion, interaction. That inspired us to explore new genres – from ultra-light crash games to the fully interactive Tap Game format. Much of our inspiration came from outside the industry – from mobile gaming, anime, and digital culture.
What challenges have you faced as a growing company in such a competitive and rapidly changing industry, and how did you overcome them?
One major challenge was proving that innovation isn’t just a buzzword – it drives real value. As a new company, we were often underestimated. But we believed in our ideas and stayed close to the data. Another challenge was scaling without losing quality. We overcame it by building strong processes, listening to our partners and staying flexible.
“As a new company, we were often underestimated. But we believed in our ideas and stayed close to the data.”
Anna Serheieva, head of partnerships at Onlyplay.
If you could give your 5-year-younger self one piece of advice before launching Onlyplay, what would it be?
Trust your instincts – especially when the path feels uncertain. At the start, I often wondered how the industry would react to something so different. But every bold step we took – every risk – brought us closer to our identity. I’d also say – celebrate small wins more. They add up.
As you celebrate this milestone, what’s next on the horizon for Onlyplay? Can you share any exciting plans or goals for the next five years?
The next chapter is about scale and storytelling. We want to bring Tap Game to even more players, expand multiplayer features, and blur the line between gameplay and narrative. We’re also focused on lightweight games for markets like LatAm, Africa, and Asia, where accessibility matters. But above all – we want to keep surprising players. That’s where the magic lives.
