Onlyplay Launches Hyper Play as Dedicated Initiative for Next-Generation iGaming Formats

Onlyplay is launching Hyper Play as a dedicated product initiative within the company. The effort centers on developing new game formats with potential to shape the next phase of iGaming and evolve into distinct genres over time.

The strategic initiative combines the company’s six years of iGaming experience with approaches from mobile and PC game development. Emphasis falls on pace, depth of interaction, replayability, and sustained engagement beyond initial player sessions. Gaming experiences continue to evolve toward intuitive starts, fast pace, variety, and dynamic sessions.

Leadership and Product Vision for Hyper Play

Eugene Lavrinenko leads the initiative. A serial entrepreneur and game developer with more than 12 years of experience in mobile and PC gaming, Lavrinenko previously founded two game studios. He has worked with teams to create more than 400 prototypes and launch several international hits, spanning the full cycle from initial concept and core gameplay design to international market entry.

The bar stands high. The team will target mechanics and formats capable of extending beyond a single release to open new product development areas and build sufficient traction for their own categories. Christina Muratkina, CEO of Onlyplay, stated: “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.”

Muratkina added that Hyper Play builds on prior in-house experimentation, citing Piggy Tap as one successful outcome. The initiative establishes this work as a fully fledged business area with its own vision and game roadmap, targeting the intersection of mobile, PC, and iGaming to deliver more varied, deeper, and engaging gameplay.

Public Debut and Market Positioning

Hyper Play makes its public debut at SBC Summit Lisbon 2026, taking place from 29 September to 1 October. The team will present a demo of the first game at the Onlyplay stand in Hall 2, Stand B111, according to reporting by GamblingNews.

For Onlyplay, the launch reflects an ambition to influence emerging iGaming standards by engaging with ideas early enough to help define the next major formats. The dedicated space arrives while that next format remains in development.

Reporting: GamblingNews

Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.