Klevgrand & Novation teamed up to make the Novation Play VSTi.

As a Launchkey MK6 owner, I downloaded the "Free" Play instrument out of curiosity (not ecpecting much).

From the 10 minutes I had it installed, the following is what I noticed.

Pros:
Installs properly
Standalone, AAX, VST3, VST2
Shows connected Novation device
Scalable GUI
Has browser with categories

Cons:
Lackluster presets overall
Audible noise/artifacts in some presets
Some presets have audible tick that cannot be reduced without losing initial attack of transtient. Especially Bass presets.
Audio Engine lacks depth, richness, character
No link to Master Fader on Launchkey MK4 for overall level

What were they Thinking? I am thinking that the plan is to develop "Paid" instrument packs.

The Launchkey comes with licenses for very usable Virtual Instruments from GForce.
Axxess, Bass Station, OB-EZ & SEM

One would expect that a new instrument released with their name would at least meet that quality even in a Rompler style instrument. I would use the free Native Instruments Kontakt Player over this if there were no other choices. Fortunately there are.