Based out of Reykjavík, Play was an Icelandic low-cost carrier that served multiple European and U.S. destinations. The airline first launched flights in June 2021, after other airlines had failed with similar playbooks.
When founded in 2019, Play planned to initially serve six destinations in Europe: Alicante, Tenerife, London, Paris, Copenhagen, and Berlin. Plans were in place to introduce flights to four North American destinations in the spring of 2020.
Play introduced an all-red livery featuring a large “PLAY” in all-white letters… a livery that was hard to miss at any airport. It soon grabbed the attention of many, and the inaugural flight from Keflavík International Airport to London Stansted Airport took off on June 24, 2021.
First services to the U.S. with flights to Baltimore and Boston, launched in April and May 2022, respectively. In January 2023, Play announced it would launch its first destination in Canada, with flights between Keflavík and John C. Munro Hamilton International Airport in Ontario, in June 2023. In October 2024, the airline commenced its inaugural flights to Africa, and in April 2025, it initiated its first flights to Asia. At the peak in 2024, Play served 42 destinations and served 1.6 million passengers.
In 2024 and 2025, financial issues began to arise within the airline, and decisions were made to scale back operations to keep the company afloat. In June of this year, Play announced that all remaining U.S. routes would end by October 2025.
Today, the carrier announced that all operations have ended. Passengers with current or future reservations should contact their credit card companies for any expected resolution. Play mentioned, “We kindly advise you to check flights with other airlines. Some carriers may offer special ‘rescue fares’ considering the circumstances.”
