Bloomberry Resorts is ramping up its online gaming presence as it navigates challenges in its flagship Solaire Entertainment City property. Under the leadership of Greg Hawkins, the company launched FUNaloMAX, an online platform, in July to leverage Asia’s burgeoning legal online gaming market. This strategic move comes amidst evolving regulatory landscapes and shifting market dynamics, requiring Bloomberry to adapt swiftly to maintain its competitive edge.
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Growing Online Gaming Ambitions
Greg Hawkins, now Bloomberry’s group president and COO, sees major potential in online gaming. Following the launch of FUNaloMAX, which targets mass-market online players, the focus is on effective marketing to capitalize on this opportunity. In an interview, Hawkins emphasized the importance of platform stability for consumer experience. “We’re now stepping into active marketing,” he mentioned, with strategies set to ramp up into the new year. However, the transition hasn’t been without hiccups. The initial launch of MegaFUNalo encountered technical issues that Bloomberry attributed to third-party technology. The resolution: move Solaire Online to an in-house platform by the end of the quarter, aiming for a seamless user experience.
The decision to pivot online aligns with broader industry trends, where digital platforms are increasingly seen as essential growth drivers. According to H2 Gambling Capital, the global online gambling market is projected to reach $112 billion by 2025, reflecting a compound annual growth rate of 11.5% since 2020. Asia, with its tech-savvy population and rapidly expanding internet access, is set to play a pivotal role in this growth.
Addressing Revenue Slumps at Solaire
Bloomberry’s second-quarter results indicate a recovery from a PHP2.8 billion loss in 2025. Nevertheless, Solaire Entertainment City, historically a market leader, faced major dips, especially in VIP gaming. Despite these setbacks, Q2 this year saw a rebound in gross gaming revenue with VIP, mass tables, and slots showing positive growth. Hawkins underscores that cost management is crucial: “Proper focus on cost and capital expenditure management remains vital,” he said.
While the wider Philippine market has struggled, Bloomberry’s strategy focuses on both top-line growth and margin improvement. The post-POGO era presents its challenges. Philippine President Ferdinand Marcos Jr. banned POGOs (Philippine Offshore Gaming Operators) in 2024, cutting off a revenue stream from Chinese expats. This decision was influenced by concerns over illegal activities and social issues associated with POGOs, reflecting a significant regulatory shift in the Philippines’ gaming landscape.
Hawkins acknowledges the shift but sees strategic adaptation as key to future success. By diversifying revenue streams and enhancing operational efficiency, Bloomberry aims to sustain its market position despite these regulatory hurdles.
Local and International Market Prospects
With economic pressures persisting and new regional dynamics, Bloomberry remains optimistic about the potential for growth. Metro Manila’s scale offers opportunities due to population growth and rising demand for gaming and entertainment experiences. Hawkins stresses the strategic importance of enhancing Manila’s tourism appeal, particularly in Entertainment City. The district, home to several major integrated resorts, is poised for further growth with new developments like Westside City expected to expand the area’s appeal.
“Adding more critical mass and hotel rooms is a net positive,” Hawkins observed, though he admits competition will intensify. The Philippine gaming market, valued at approximately $4.5 billion pre-pandemic, is gradually recovering, with signs of resilience in domestic and regional travel supporting a resurgence in visitor numbers.
Moreover, the international outlook for Bloomberry is cautiously optimistic. The company has previously demonstrated interest in expanding its footprint beyond the Philippines, eyeing regions where gaming regulations are becoming more favorable.
Expanding Beyond Manila
Solaire North, a US$1 billion investment located in Quezon City, continues to see success. Open for two years, it caters primarily to local patrons. With Damian Quayle taking over as COO, the focus is on entertainment and fun. “Slots are the theme park of the gaming floor,” Quayle says, emphasizing local engagement.
Bloomberry is also eyeing potential international expansions, indicated by its past ventures and the planned resort in Cavite, although Hawkins notes that current priorities lie in stabilizing existing operations. Navigating international markets requires a nuanced understanding of diverse regulatory environments, competitive landscapes, and cultural nuances, aspects that Bloomberry considers crucial in its expansion strategy.
Regulatory and Market Context
The gambling industry in the Philippines is heavily regulated, with major oversight from the Philippine Amusement and Gaming Corporation (PAGCOR). Recent changes, including the POGO ban, highlight the government’s active role in reshaping the sector. PAGCOR’s regulatory framework is pivotal in ensuring that operators like Bloomberry align with national economic and social objectives.
Comparatively, global regulatory trends are tilting towards digital compliance and responsible gaming mandates. The UK, for instance, requires stringent identity verification processes and imposes advertising restrictions, while the US market is marked by state-specific regulations governing online gambling.
Bloomberry must balance these regulatory dynamics with its corporate strategies, ensuring compliance while pursuing aggressive growth in online and physical spaces. The challenge lies in marrying innovation with regulation to protect consumers and sustain long-term growth.
What’s Next for Bloomberry
Bloomberry’s immediate future involves maximizing existing assets and adapting to market changes. The board’s next steps will be closely watched, particularly as the company balances online ventures with maintaining its pivotal Solaire brand. Updates on Solaire’s online migration and marketing pushes for FUNaloMAX will likely set the tone for upcoming strategies.
For operators, the ability to harness data analytics in understanding player preferences and enhancing personalized gaming experiences will be crucial. Meanwhile, players can look forward to improved digital interfaces and more engaging content as Bloomberry invests in its digital transformation.
In conclusion, Bloomberry’s strategic initiatives highlight a broader trend within the gambling industry: the convergence of physical and digital gaming spaces. As the company navigates regulatory complexities and market challenges, its focus on innovation and customer experience will determine its trajectory in an increasingly competitive landscape.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
