PLAY is an Icelandic LCC. It originally planned to operate services to destinations in the United States and Europe, filling a void in the Nordic market vacated by the bankrupted WOW air. This remains its goal according to its website, but initially the airline will only serve European destinations primarily for Icelandic tourists. The airline forms an important platform to help replace the connectivity formerly provided by WOW, but with more conservative growth plans. PLAY, previously known as WAB air (“WeAreBack”), was founded by former WOW air executives, with Avianta Capital originally holding a majority stake in the new venture. The carrier expected to launch in Summer 2020 but delayed the commencement of operations to 2Q2021 due to the ongoing COVID-19 pandemic.