ONLYPLAY Launches Hyper Play, a New Direction for Developing the Next Generation of iGaming Products

By jili tutorial · September 25, 2026

The Evolution of iGaming: Why Fresh Formats Are Needed

The online gaming industry has matured rapidly over the past decade, but many iGaming products still rely on classic slot mechanics and table game templates. Player expectations, however, are shifting. Modern gamers — whether on mobile, PC, or casino platforms — demand intuitive starts, fast-paced sessions, varied outcomes, and lasting engagement beyond the first spin. The challenge for iGaming developers is to deliver these experiences while staying true to the core appeal of real-money play: excitement, risk, and reward.

Onlyplay, a company with six years of iGaming experience, has recognized that the next wave of innovation will come from rethinking fundamental game formats. Their response is Hyper Play by Onlyplay — a dedicated product initiative designed to explore and establish new genres that could reshape the iGaming landscape.

Introducing Hyper Play: A Strategic Product Initiative

Hyper Play is not just another studio or game line; it is a strategic initiative focused on creating entirely new game formats. The goal is to develop mechanics that are robust enough to stand alone and evolve into their own subgenres over time. This moves beyond incremental improvements to existing slots or table games, aiming instead for breakthrough concepts that set new standards for the industry.

The initiative combines Onlyplay’s deep iGaming expertise with approaches borrowed from mobile and PC game development. Key emphasis areas include:

Pace – ensuring games feel lively and dynamic from the first click.
Depth of interaction – offering meaningful player choices rather than passive spins.
Replayability – designing sessions that remain engaging after dozens or hundreds of plays.
Long-term retention – building hooks that keep players coming back beyond the initial novelty.

Hyper Play gives Onlyplay a dedicated sandbox to develop these products while a new major format is still taking shape — allowing the team to influence the direction of iGaming before the next big trend solidifies.

Leadership: Eugene Lavrinenko’s Mobile & PC Gaming Expertise

At the helm of Hyper Play is Eugene Lavrinenko, a serial entrepreneur and game developer with over 12 years of experience in mobile and PC gaming. Before joining Onlyplay, Lavrinenko founded two game studios and led teams that created more than 400 prototypes and launched several international hits.

His background covers the full game development cycle — from initial concept and core gameplay design to market launch and international scaling. This breadth of experience is crucial because Hyper Play aims to merge the best practices of mobile/PC development (quick prototyping, iterative design, deep engagement loops) with the specific regulatory and monetization frameworks of iGaming.

Lavrinenko’s leadership signals that Hyper Play is serious about breaking out of traditional iGaming molds. His track record of launching hits across platforms gives the initiative both creative credibility and operational know-how.

Bridging Worlds: How Mobile and PC Game Design Enhances iGaming

One of the most compelling aspects of Hyper Play is its deliberate cross-pollination of design philosophies. Mobile and PC games have developed sophisticated methods for keeping players engaged:

Fast, intuitive tutorials that teach mechanics in seconds.
Variable reward schedules that create anticipation without predictability.
Multiplayer and social interaction (even in single-player contexts) that adds depth.
Session-based structures that offer clear goals and moments of satisfaction.

iGaming products, by contrast, often rely on repetitive spin cycles or static table rules. By integrating mobile/PC design principles, Hyper Play aims to make casino games feel more like the digital entertainment players are used to on other devices — without losing the thrill of real-money betting.

“We see significant potential at the intersection of mobile, PC and iGaming,” says Christina Muratkina, CEO of Onlyplay. “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.”

From Experiment to Ecosystem: Piggy Tap and Beyond

Hyper Play didn’t emerge from a blank slate. Onlyplay has already been experimenting with fresh mechanics internally. One example is Piggy Tap, a game that introduced a more interactive, tap-based mechanic that resonated with players. It was one of several internal prototypes that proved the appetite for alternative formats.

With Hyper Play, these experiments become a formalized, strategic pillar of the business. Rather than treating unusual mechanics as one-off side projects, Onlyplay now has a dedicated team and roadmap to develop them into full-fledged product lines. The long-term vision is that some of these formats will gain enough traction to define new categories — much like how video poker or themed slots became their own genres decades ago.

Market Timing: Why Now Is the Right Moment

Industry conditions are ripe for such an initiative. The iGaming market has seen explosive growth, but player retention and differentiation remain constant challenges. Operators are hungry for content that stands out and keeps players engaged beyond the initial deposit.

“Onlyplay is growing steadily, and we now have the resources to invest in new products and teams,” explains Muratkina. “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.”

The convergence of technological capability (faster browsers, better mobile hardware, improved game engines) and shifting player demographics (younger audiences accustomed to mobile gaming) makes this an ideal window for innovation. Hyper Play aims to capitalize on these tailwinds.

Launch Timeline and First Public Appearance

Hyper Play will make its public debut at SBC Summit Lisbon 2026, taking place from 29 September to 1 October. At the Onlyplay stand (Hall 2, Stand B111), the team will present a demo of Hyper Play’s first game. This will be the first opportunity for operators, affiliates, and media to experience what the initiative has been developing behind closed doors.

The SBC debut is a strategic choice: Lisbon is a major hub for the iGaming community, and the conference attracts key decision-makers from across Europe and beyond. By launching there, Hyper Play signals that it is ready for industry scrutiny and partnership.

CEO’s Vision: The Right Moment and Right Conditions

Christina Muratkina summarized the rationale behind Hyper Play succinctly:

“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.”

This statement underscores the deliberate, organic nature of the initiative. It wasn’t a forced pivot but a natural evolution of Onlyplay’s existing product culture, combined with the right leadership and market opportunity.

What This Means for the Future of iGaming

Hyper Play represents a bet that the next generation of iGaming products will look less like traditional slots and more like interactive digital entertainment. If successful, it could:

Encourage other developers to experiment with format-breaking ideas.
Provide operators with new tools for player acquisition and retention.
Attract a broader audience — including mobile and PC gamers who may not have considered casino games engaging enough.

Of course, the initiative is still in its early stages. The demo at SBC Summit Lisbon 2026 will offer the first real glimpse of whether Hyper Play can deliver on its ambitious promise. But the combination of experienced leadership, dedicated resources, and a clear product philosophy gives it a strong foundation.

For Onlyplay, Hyper Play is not just a product line — it’s a statement of ambition: to be among the companies setting the market’s future standards, not just following them.