Exclusive interview with Christina Muratkina, chief executive officer at Onlyplay
This month, Onlyplay is set to revolutionise the market with the launch of a groundbreaking line of lightweight crash games. Tailored for players in regions with limited internet connectivity, these games are under 1MB in size, ensuring accessibility while maintaining the thrilling gameplay Onlyplay is celebrated for. The lineup includes CosmoX, GoalX, ScoreX, and CricX, all designed with sleek mechanics and Provably Fair features that guarantee transparency and player trust.
You’ve developed games specifically with the African market in mind – what was it about this particular emerging market that interested/excited you? How do players in this market differ from players in other emerging markets like Latin America, for example?
“The African market has been on our radar for a while because of its enormous potential and rapid growth. What excites us most is the vibrancy of its player base and how mobile technology is reshaping the way people engage with entertainment. While the gaming infrastructure is still evolving, the appetite for accessible, mobile-friendly games is already strong.
“Players in Africa tend to value straightforward, engaging experiences that are lightweight and don’t demand extensive data or high-end devices. Compared to Latin America, where internet access and devices are more advanced, players in Africa might prioritise stability and speed over ultra-high graphics. It’s this unique dynamic that drives us to innovate in ways that cater to their specific needs.”
With connectivity and device issues an operator challenge in this market, how do you make sure these latest game releases are accessible to all?
“Accessibility was our guiding principle for these games. We focused on two key areas: lightweight design and optimised performance. All our crash games – CosmoX, ScoreX, GoalX, and CricX – are under 1MB in size and use an optimized binary protocol to ensure smooth gameplay even on unstable connections.
“We’ve also prioritised compatibility with budget devices using HTML5 technology. This means players don’t need high-end hardware to enjoy the experience – it works seamlessly on almost any smartphone. By addressing these challenges directly, we’ve created games that operators can confidently offer to a broad audience.”
These games were developed with a “mobile-first philosophy.” Why was this important to Onlyplay and especially for the African market?
“Mobile-first isn’t just a strategy – it’s a necessity. For many players in Africa, mobile phones are the primary, if not the only, way they access online entertainment. Unlike more developed markets where desktops still play a role, the African gaming audience overwhelmingly prefers mobile experiences.
“By focusing on mobile-first development, we ensure that our games are accessible, intuitive, and optimised for smaller screens. This also allows us to reach players where they are most active – on their phones – delivering an engaging experience anytime, anywhere.”
One of the USPs of these games is that they are ultra-light. Why was it important to reduce the game size to under 1MB? What impact does this have?
“Reducing the game size to under 1MB was a deliberate choice to address two critical challenges: data costs and storage limitations. In many African regions, internet data is still a premium commodity, and players often have to be mindful of how much they download. Smaller game sizes mean lower data consumption, making it easier and more appealing for players to access our games.
“Additionally, many devices in the market have limited storage capacity. Ultra-light games ensure that players don’t have to choose between downloading our game or keeping their photos or other apps. This approach removes barriers and encourages more frequent play.”
What can you tell us about the core mechanics of these crash games: CosmoX, ScoreX, GoalX, and CricX? How do they differ from other crash games on the market? Who is your target demographic?
“These crash games build on the excitement and simplicity that players love about the genre, but with a few key innovations. For starters, they are visually dynamic and themed – CosmoX has a space exploration vibe, GoalX and ScoreX cater to football fans, and CricX appeals to cricket enthusiasts. The mechanics remain familiar: place your bets, watch the multiplier grow, and cash out before the game crashes. But we’ve added layers of excitement with themes, animations, and a Provably Fair system that guarantees transparency.
“These games are aimed at thrill-seeking, competitive players who value strategic decision-making and quick reflexes, particularly younger, mobile-first individuals who are drawn to engaging, skill-based experiences. Our target audience is young players with mobile devices who enjoy energetic games with social and competitive elements. They are players who want a fast, engaging experience and like to take risks.”
Can you describe to us the social elements and features of these games? How can they help players connect and compete with each other all whilst building a strong community?
“Social interaction is at the heart of these games. Players can see live bets, winnings, and even cash-out decisions from others in real time, creating a shared experience. This adds a layer of competition and camaraderie – players aren’t just gaming; they’re part of a dynamic community.
“We also include leaderboards, achievements, and chat features that allow players to interact and compete for bragging rights. These elements make games more than just fun – they become a way for players to socialise and connect.”
What can you tell us about the “genuine fairness” of these games? How does this stop result manipulation?
“Genuine fairness is a cornerstone of our Light Crash Games lineup. We use a Provably Fair system that ensures transparency and eliminates the possibility of result manipulation. Each round result is generated using a combination of the game operator’s server seed and the first three bettors’ client seeds.
“The hashed version of the server seed is publicly available before the round starts, meaning anyone can verify the integrity of the outcome. This level of transparency builds trust, giving players confidence that the games are fair.”
What can you tell us about the gaming experience players can expect from these particular crash games?
“Players can expect a fast-paced, thrilling experience. The themes – space, football, cricket – add a layer of immersion that goes beyond the mechanics. The games are intuitive, making them easy for new players to pick up, but with enough excitement to keep seasoned players engaged.
“Every moment is packed with anticipation as multipliers rise, decisions must be made, and social interactions heighten the tension. The result is a gaming experience that’s as fun as it is memorable.”
How did market research of this region help you develop these games specifically to answer player needs and demand? How will you gather feedback and continue to evolve your offering? What are your measurements of success?
“Our market research in Africa played a crucial role in shaping these games to meet player needs and demands. By studying mobile usage patterns, we identified a strong preference for games that are lightweight, data-efficient, and engaging in short bursts. We also designed themes that resonate with familiar concepts, such as sports, to appeal to the broadest audience.
“To ensure the games evolve with player expectations, we plan to gather feedback through in-game surveys, social media interactions, and collaborations with local operators. Real-time analytics will also provide valuable insights into player behavior, helping us refine gameplay and introduce updates based on performance metrics. Success will be measured by player retention, engagement rates, revenue growth, and positive community feedback, ensuring that our offerings continue to resonate with the target audience while delivering on our promise of innovation and accessibility.”
What methods do you use in game development? Can you tell us something interesting as an example?
“At Onlyplay, our game development process is a blend of data-driven analysis, creative inspiration, and a deep understanding of our players’ needs. We use a variety of tools and methods to ensure our games resonate with modern audiences. These include advanced tools, market analysis services, and ongoing collaboration with operators, partners, and players through conferences and feedback sessions.
“However, one of the most unique and effective methods we’ve employed is watching popular TV shows from Latin America. This unconventional approach has provided us with invaluable insights into the culture, humor, and storytelling preferences of a key market. For example, inspiration for some of our slot games came directly from observing how these shows engage their audiences through vibrant characters and relatable themes. This helped us create games with a similar sense of connection and fun.
“When it comes to innovation, we also focus heavily on player behaviour and preferences. The new generation of players no longer favours traditional slots – they want to actively engage, influence the game process, and be rewarded for their skill. This led to the development of TapGame mechanics, where players interact dynamically with the game, making decisions and tapping their way to rewards.
“For example, in one of our flagship games, Piggy Tap™, players are actively involved in gameplay through intuitive tapping mechanics, enhancing engagement and making the gaming experience more immersive. Additionally, we tailor our crash games for regions like Latin America, integrating the fast-paced dynamics of betting culture into our designs. Through this combination of creative inspiration and player-centered innovation, we’re not just developing games – we’re reshaping the gaming experience for a new era.”