Onlyplay marks fifth year with portfolio expansion and affiliate-led growth in 2025

iGaming content provider Onlyplay marked a milestone year in 2025 as product development, affiliate traction and international exposure translated into measurable growth during its fifth year of operations.

The developer now works with more than 2,500 operators globally, offering a catalogue of over 140 games across 18 languages, following steady expansion since its launch five years ago.

During the year, Onlyplay increased its visibility at major European gaming events, including ICE Barcelona, SBC Summit Lisbon and SiGMA Central Europe in Rome, using the conferences to showcase new titles, gather live feedback and strengthen long-term partnerships. One of its releases, Fortune Chef Panda, became a focal point at the Lisbon event and a visual centrepiece of the company’s exhibition presence.

Product launches formed a core part of the year’s strategy. Onlyplay expanded its portfolio with new tap-based, slot and instant games aimed at adaptability across markets. Among the releases were Fortune Chef Panda, a tap-driven title built around fast interaction, Chicken Plinko, which combined character-led visuals with a Plinko-style mechanic, and Coin Flynn Deluxe, a slot featuring a coin-merge accumulation format.

Tap Games, which emphasise short, session-based interaction, continued to develop as a central product direction, while new slot and instant titles were introduced to broaden appeal among operators and players.

One of the strongest commercial performances came from Piggy Tap, which Onlyplay described as a standout affiliate product in 2025. The game’s tap-based mechanics and simplified visuals helped affiliates deploy campaigns quickly, supported by ready-to-use progressive web app designs.

Within one month, Piggy Tap campaigns were active across 38 geographic markets, generating 47,281 installs, 5,586 registrations and 864 first-time depositors, according to the company. Native advertising campaigns tied to the game delivered more than 10.9 million impressions, over 1 million clicks and an average click-through rate of about 9.4%.

Piggy Tap also featured prominently in the company’s public relations efforts, including at SBC Lisbon and SiGMA events, producing around 2,500 unique leads and prompting nearly 600 affiliates to download promotional materials. Coverage across eight industry and affiliate publications contributed to a total media reach of more than 60,000.

Alongside product and marketing activity, the company expanded its team during 2025, adding staff across development, design, analytics and partnerships, supporting faster execution and a broader testing pipeline.

Looking ahead, the company plans to build on the foundation laid in 2025, with a larger team, a broader product range and a clearer focus on interactive game formats aimed at both operators and affiliates.