diff --git a/.travis.yml b/.travis.yml
index 2b7217cd07..894321a0a4 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -37,50 +37,7 @@ script:
 jobs:
   include:
   - node_js: '12'
-after_success: npm run apply-next-version
-deploy:
-  - provider: npm
-    src: "."
-    edge: true
-    email: aslushnikov@gmail.com
-    on:
-      branch: master
-    tag: next
-    api_token:
-      secure: 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
-  - provider: npm
-    src: "packages/playwright-firefox"
-    edge: true
-    email: aslushnikov@gmail.com
-    on:
-      branch: master
-    tag: next
-    api_token:
-      secure: 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
-  - provider: npm
-    src: "packages/playwright-chromium"
-    edge: true
-    email: aslushnikov@gmail.com
-    on:
-      branch: master
-    tag: next
-    api_token:
-      secure: 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
-  - provider: npm
-    src: "packages/playwright-webkit"
-    edge: true
-    email: aslushnikov@gmail.com
-    on:
-      branch: master
-    tag: next
-    api_token:
-      secure: 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
-  - provider: npm
-    src: "packages/playwright"
-    edge: true
-    email: aslushnikov@gmail.com
-    on:
-      branch: master
-    tag: next
-    api_token:
-      secure: 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
+
+after_success:
+  - node utils/apply_next_version.js
+  - ./utils/publish_all_packages.sh --tip-of-tree
diff --git a/package.json b/package.json
index 3147c65e8d..11881fc7bd 100644
--- a/package.json
+++ b/package.json
@@ -32,7 +32,6 @@
     "clean": "rimraf lib",
     "build": "node utils/runWebpack.js --mode='development' && tsc -p .",
     "watch": "node utils/runWebpack.js --mode='development' --watch --silent | tsc -w -p .",
-    "apply-next-version": "node utils/apply_next_version.js",
     "version": "node utils/sync_package_versions.js && npm run doc"
   },
   "author": {
diff --git a/utils/apply_next_version.js b/utils/apply_next_version.js
index cc6bc4f1ac..1cbcc4ca30 100644
--- a/utils/apply_next_version.js
+++ b/utils/apply_next_version.js
@@ -1,19 +1,3 @@
-const path = require('path');
-const fs = require('fs');
-const execSync = require('child_process').execSync;
-
-// Compare current HEAD to upstream master SHA.
-// If they are not equal - refuse to publish since
-// we're not tip-of-tree.
-const upstream_sha = execSync(`git ls-remote https://github.com/Microsoft/playwright --tags master | cut -f1`).toString('utf8');
-const current_sha = execSync(`git rev-parse HEAD`).toString('utf8');
-if (upstream_sha.trim() !== current_sha.trim()) {
-  console.log('REFUSING TO PUBLISH: this is not tip-of-tree!');
-  process.exit(1);
-  return;
-}
-
-
 const package = require('../package.json');
 let version = package.version;
 const dashIndex = version.indexOf('-');
diff --git a/utils/publish_all_packages.sh b/utils/publish_all_packages.sh
new file mode 100755
index 0000000000..d3a19778b5
--- /dev/null
+++ b/utils/publish_all_packages.sh
@@ -0,0 +1,92 @@
+#!/bin/bash
+set -e
+set +x
+
+trap "cd $(pwd -P)" EXIT
+cd "$(dirname $0)"
+
+if [[ $1 == "--help" ]]; then
+  echo "usage: $(basename $0) [--release|--tip-of-tree]"
+  echo
+  echo "Publishes all packages."
+  echo
+  echo "--release                publish @latest version of all packages"
+  echo "--tip-of-tree            publish @next version of all packages"
+  exit 1
+fi
+
+if [[ $# < 1 ]]; then
+  echo "Please specify either --release or --tip-of-tree"
+  exit 1
+fi
+
+if [[ $(git rev-parse --abbrev-ref HEAD) != "master" ]]; then
+  echo "ERROR: Cannot publish from branch other then 'master'"
+  exit 1
+fi
+
+if ! command -v npm >/dev/null; then
+  echo "ERROR: NPM is not found"
+  exit 1
+fi
+
+if [[ (-n $CI) && (-n $NPM_AUTH_TOKEN) && (! -f $HOME/.npmrc) ]]; then
+  echo "//registry.npmjs.org/:_authToken=${NPM_AUTH_TOKEN}" > $HOME/.npmrc
+fi
+
+if ! npm whoami >/dev/null 2>&1; then
+  echo "ERROR: NPM failed to log in"
+  exit 1
+fi
+
+UPSTREAM_SHA=$(git ls-remote https://github.com/microsoft/playwright --tags master | cut -f1)
+CURRENT_SHA=$(git rev-parse HEAD)
+
+if [[ "${UPSTREAM_SHA}" != "${CURRENT_SHA}" ]]; then
+  echo "REFUSING TO PUBLISH: this is not tip-of-tree"
+  exit 1
+fi
+
+cd ..
+
+if [[ $1 == "--release" ]]; then
+  if [[ -n $CI ]]; then
+    echo "Found \$CI env - cannot publish real release from CI"
+    exit 1
+  fi
+  if [[ -n $(git status -s) ]]; then
+    echo "ERROR: git status is dirty; some uncommitted changes or untracked files"
+    exit 1
+  fi
+  VERSION=$(node -e 'console.log(require("./package.json").version)')
+  echo -n "Publish Playwright v${VERSION} (y/N)? "
+  read ANSWER
+  if [[ "$ANSWER" != "y" ]]; then
+    echo "Bailing out."
+    exit 1
+  fi
+
+  npm run clean
+  npm publish .
+  npm publish packages/playwright-firefox
+  npm publish packages/playwright-webkit
+  npm publish packages/playwright-chromium
+  npm publish packages/playwright
+  echo "Done."
+elif [[ $1 == "--tip-of-tree" ]]; then
+  if [[ -z $CI ]]; then
+    echo "Did not find \$CI env - cannot publish tip-of-tree release not from CI"
+    exit 1
+  fi
+  npm run clean
+  npm publish . --tag="next"
+  npm publish packages/playwright-firefox --tag="next"
+  npm publish packages/playwright-webkit --tag="next"
+  npm publish packages/playwright-chromium --tag="next"
+  npm publish packages/playwright --tag="next"
+  echo "Done."
+else
+  echo "unknown argument - '$1'"
+  exit 1
+fi
+