We build digital-first services which transform businesses.

This is a joint venture of the development house gotoAndPlay and design studio NOPE Creative . Our teams offer full-stack services—everything you need from verifying ideas to launching them.


Our solid strategy, creative ideas, and thoroughly planned execution will cover all your needs to integrate your business into the digital age and grow your presence online. We use advanced technology to create modern, scalable solutions that evolve with your business.

Our experienced (and ever-learning) team of 25+ professionals work to ensure a great customer experience while keeping in mind the need to meet business-side expectations. Play & NOPE Alliance has a network of experts ranging from digital marketers and content creators to Nordic’s best machine learning experts.

Business Transformation

Now, more than ever, technology paves a way for scalable, secure, and value-adding digital solutions that will actually bring an impact to the business. From sales to internal processes, technology and strategy are inseparable. Finding a right path can be tricky, and that’s why we love to help our partners make the right choices through consultation and guiding.

  • Digital Transformation Consultation
  • Design Strategy & Workshops
  • Technical Consultation
  • Design Thinking
  • CTO as a Service
  • Product Management
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Design & Innovation

When working on a design, it’s not about aesthetics but more about clear communication and leaving an impression. There’s a saying that good design should be experienced—not really noticed. Our goal is to deliver solutions that follow a human-first mindset and that are focused on customer success while delivering value.

  • Service Design
  • Web Design
  • Interface Design
  • Digital & Brand Identity
  • Prototyping & Testing
  • Art Directing as a Service
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Our agile and transparent development process with next-gen technology is built to serve scalable ideas and concepts. We strive for excellence, and we don’t hesitate to go the extra mile.

  • Front-End Development
  • Back-End Development
  • System Design and Architecture
  • Manual & Automated Testing
  • DevOps
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Technical Maintenance

We take care of your digital solution(s) so that you can focus on the things that you do best. We’ll cover anything and everything from technical support and regular maintenance to planning new features.

  • Tech Support
  • Uptime & Security Surveillance
  • Quality Reports
  • Application Management
  • Dedicated On-Demand Resources
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We're honoured to have our work recognized


  • 4 ✺The Golden Egg Design Awards
  • 3 ✺ADC*Estonia Design Awards
  • 2 ✺Finalist at the ADC*Estonia Design Awards
  • 2 ✺Finalist at the Golden Egg Design Awards


  • 7 ✺The Golden Egg Design Awards
  • 6 ✺ADC*Estonia Design Awards
  • 5 ✺Finalist at the ADC*Estonia Design Awards
  • 4 ✺Finalist at the Golden Egg Design Awards
  • 1 ✺Awwwards special mention
  • 1 ✺CSS Design Awards site of the day


  • 2 ✺Gazell Business Award
Clients &
Public Services
Estonian Ministry of Foreign Affairs, amongst other things, manages the information network for embassies and representations all over the world.
Public Services
The Information System Authority (RIA) coordinates the development and administration of national information systems ensuring the interoperability of the state's IT infrastructure.
A pioneer in the world of renewable energy, Elblox has created a virtual marketplace for connecting energy producers and consumers.
Telia Company Group is one of Europe’s largest telecommunications companies with a substantial market share in Estonia for anything from landline telephones to digital television.
Tavex Group was founded in 1991 and it has firmly established itself as a leading precious metals and banknote dealer in Northern Europe, serving on average 1.9 million clients annually.
Information Technology Services
Providing automated texting services in practically every country in the world, Messente has been working with enterprise-level global messaging solutions since 2001.
Viru Keemia Grupp is one of the biggest oil shale processing industries in the world. We like working with them because we feel that by optimizing their work we're also helping the environment, in our own way.
The largest and most prestigious university in Estonia with nearly 400 years of history, it's a world-grade school loved by both locals and exchange students alike.
Public Services
Art Museum of Estonia is an organization that manages a number of the most significant art museums of Estonia.