Anna Serheieva, ONLYPLAY: “Innovation is always the idea behind everything we do”

Shows & conferences - 14 October, 2026

A rebrand built around boldness was the focus of ONLYPLAY’s presence at SBC Summit Lisbon 2026, where Anna Serheieva, Head of Partnerships at the company, spoke to Focus Gaming News about the new identity and the launch of its Hyper Play division.

Serheieva described the event as “hectic and fabulous, as always”, with more partners every year and a growing team to meet them. ONLYPLAY used the show to unveil a new look, with new colours and a redesigned logo. “We want to be bold,” she said, explaining that the aim is to signal that the company has reached the level of “a strategic partner to take into account” and to build long-term plans with. The new identity, she added, matches the brightness of its game content.

Asked about Hyper Play, she said it is not a separate entity but a division of ONLYPLAY dedicated to game development focused on innovation. It follows a natural evolution from the company’s earlier work, including its flagship game Pick It Up, which “brought some fame to ONLYPLAY”.

Hyper Play’s approach is to take inspiration, ideas and mechanics from other parts of the entertainment market, such as mobile application and social games, and “rethink”, “remaster” and convert them into gambling products able to perform in the online casino. Serheieva said part of the team has strong experience in mobile game creation and game design, alongside classic slots and crash games, which she described as the core of market performance today.