Onlyplay Review

OnlyPlay Overview

OnlyPlay is a B2B casino content developer that builds instant win games, slots and lottery content for online operators. Founded in 2007 in Lithuania, it began with lotteries and lottery products before rebranding in 2020 toward online casino gaming. The studio now spans three content verticals, instant win games, casino slots and lotteries, and supplies them to licensed operators rather than operating a casino of its own. By 2024 the company reported working with more than 2,000 licensed gambling operators, a wide commercial base built over its years in the market.

From Lotteries to Casino

OnlyPlay's history sets it apart from studios that started in slots. It spent its early years building lottery and lottery style products for the online market, then repositioned in 2020 to a broader casino content offering while keeping instant win formats at its core. That heritage shapes its catalogue, which leans toward quick, instant style content as well as conventional slots, produced in 18 languages for a worldwide audience. Its market mix is spread across Europe, South America and Africa, reflecting a deliberately broad geographic strategy rather than a single regional focus.

Licensing and Reach

OnlyPlay supplies content into regulated and emerging markets and operates under licences that include the Malta Gaming Authority, the European hub many studios use as their main regulatory base. Operating under that licence is what lets it place content with the licensed operators it reports across its markets. As a long running developer it has built coverage worldwide, with its content localised into many languages, and it presents its mix of instant win, slot and lottery formats as a one stop content source for operators in several regions.

The iGHUB Service

Alongside its content, OnlyPlay runs a B2B distribution layer it calls iGHUB, a service bus that lets partner games be accessed on platforms globally, together with a Cross API offering. That cloud ready system is designed to stream content worldwide and to let operators and other studios integrate through a single connection. Offering both its own content and a distribution service is unusual for a studio of its size, and it is how OnlyPlay reaches the 2,000 plus operators it works with, pairing a content business with a technical distribution product. That dual role, as both a content maker and a distribution provider, is a large part of how a developer from the Baltics has reached a base of that size, and it is unusual for a studio to run both lines.

OnlyPlay News

Gamblers Connect coverage of OnlyPlay is collected in this section, with links to the profile.