ONLYPLAY launches Hyper Play to develop new igaming formats

Led by mobile and PC gaming entrepreneur Eugene Lavrinenko, the initiative will debut its first game demo at SBC Summit Lisbon 2026.

Key takeaways:

• Onlyplay has launched Hyper Play, a dedicated initiative to develop new igaming products and game formats.
• Hyper Play aims to create mechanics with the potential to evolve into new genres and subgenres.
• Eugene Lavrinenko will lead the initiative, bringing more than 12 years of mobile and PC gaming experience.
• The team will focus on pace, interaction, replayability and long-term player engagement.
• Hyper Play will present a demo of its first game at SBC Summit Lisbon 2026, at Hall 2, Stand B111.

Press release.- Onlyplay is launching Hyper Play by Onlyplay as a dedicated product initiative within the company. It will focus on formats that could help shape the next phase of igaming and, over time, evolve into genres and subgenres in their own right.

Hyper Play is a strategic initiative focused on developing new game formats and reaching a broader igaming audience. It combines Onlyplay’s six years of igaming experience with approaches drawn from mobile and PC game development, including a strong focus on pace, depth of interaction, replayability, and the ability to remain engaging well beyond a player’s first session.

The initiative 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 taking the lead at Hyper Play, he founded two game studios and worked with teams to create more than 400 prototypes and launch several international hits. His experience spans the full game development cycle, from initial concept and core gameplay design to bringing products to international markets.

The bar for Hyper Play is high from the outset. The team will develop mechanics and formats with the potential to go beyond a single release and open up new areas of product development. The focus is on ideas that could gain enough traction over time to give rise to their own categories.

Hyper Play gives Onlyplay a dedicated space to develop products while the next major format is still taking shape.

Christina Muratkina, CEO of Onlyplay, said: “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.” 

Gaming experiences are evolving alongside audience expectations. An intuitive start, a fast pace, variety, and sessions that feel lively and dynamic have become familiar features of modern digital games.

Hyper Play brings that thinking into igaming. Mechanics should be easy to grasp, allow for different scenarios, and keep players engaged over time. Experience in mobile and PC game development gives Onlyplay a different perspective on pace, multiplayer interaction, replayability, and the overall structure of the gaming experience.

As Christina explains, Hyper Play grew out of a product approach that Onlyplay had already been developing in-house: “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.”

She said: “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 will make its public debut at SBC Summit Lisbon 2026, taking place from September 29 to October 1. At the Onlyplay stand, the team will present a demo of Hyper Play’s first game. Visitors can find the team in Hall 2, Stand B111.

For Onlyplay, Hyper Play reflects an ambition to be among the companies setting the market’s future standards. The goal is to work with ideas early enough to influence what the next major igaming formats become.

Frequently asked questions (FAQs)

• What is Hyper Play by Onlyplay? Hyper Play is a dedicated product initiative focused on developing new igaming game formats, drawing on approaches from mobile and PC gaming to create more interactive and replayable experiences.
• Who is leading Hyper Play at Onlyplay? Eugene Lavrinenko leads the initiative. He has more than 12 years of mobile and PC gaming experience and has helped develop over 400 game prototypes.
• What is the goal of Hyper Play? The initiative aims to develop game mechanics and formats that can sustain player engagement and potentially establish new genres or subgenres within igaming.
• Where will Onlyplay present Hyper Play’s first game? Onlyplay will showcase a demo of Hyper Play’s first game at SBC Summit Lisbon 2026, from September 29 to October 1, at Hall 2, Stand B111.