In a recent interview, Greg Hawkins, Bloomberry’s group president and COO, reiterated his belief that rather than viewing online gaming as a threat, it presents a significant opportunity for growth in the Philippines. This sentiment was initially expressed when he served as the chief operating officer at Solaire North, and he is now focusing on capitalizing on this potential in Asia's largest legal online gaming market.
"Online presents very big upside if we can execute properly. And we’re at a point now where technically we have the ability to execute properly, which means effective marketing. So that’s a significant focus," Hawkins remarked. In July of this year, Bloomberry officially launched FUNaloMAX, an online platform aimed at mass market players and constructed using their in-house technology.
Hawkins emphasized the need for stability on the platforms that support online gaming, stating that Solaire Online has established itself as a premium online brand. FUNaloMAX, being a product of the Solaire brand, aims to extend that credibility into the broader online market.
Since taking the helm in June 2025, Hawkins has been actively restructuring Bloomberry's online business operations. Earlier in the year, the company launched MegaFUNalo, which incorporates live and digital casino games, arcade games, and movies. However, Hawkins noted some initial technical challenges relating primarily to the guest experience. In response, the company initiated improvements behind the scenes, leading to the creation of FUNaloMAX. Solaire Online is set to transition to an in-house platform in the upcoming quarter.
As marketing efforts ramp up for FUNaloMAX, Hawkins mentioned the focus will include awareness campaigns and direct offers aimed at enhancing the user experience, particularly through rebate promotions. According to Global iGaming market platform Blask, FUNaloMAX emerged as one of the faster-growing brands in the fragmented Philippine market, ranking 70th among 335 tracked brands shortly after its launch.
Bloomberry’s financials show incremental improvement, with second quarter results indicating signs of recovery from the PHP2.8 billion (approximately US$45.4 million) loss reported for the full year 2025. A significant portion of this decline was experienced at the Solaire Entertainment City, which has long been a leader in the Philippine gaming sector. For Hawkins, revitalizing Bloomberry's flagship integrated resort is a crucial priority.
To achieve this turnaround, he asserts that a stringent focus on cost management and capital expenditures is essential. In the second quarter, Solaire Entertainment City’s gross gaming revenue (GGR) saw an 18% increase year-on-year, signaling recovery despite a 1% drop in overall Entertainment City GGR. Notably, improvements were seen in various segments: VIP GGR surged by 81%, mass tables rose 8%, and slots experienced a 6% increase.
Hawkins acknowledged that the local economic climate has faced pressures post-POGO era, referring to the now-banned Philippine Overseas Gaming Operators, which had significantly altered the revenue landscape. More significantly, he highlighted the change in consumer spending behavior, citing the environment left in the wake of the POGO restrictions may create different opportunities for strategic adaptation.
2023 has also posed challenges due to conflicts in the Gulf region, affecting business conditions. However, Hawkins remains optimistic about the substantial growth potential of the Metro Manila market, emphasizing the need for successful execution of entertainment and gaming experiences to tap into a burgeoning demand.
Looking at broader prospects, he points to the international market's significant upside, contingent on a combination of strategic positioning and infrastructure development in conjunction with government initiatives to drive tourism. Hawkins underscored that Entertainment City has been envisioned as a tourism and investment hub, facilitating job creation and inbound tourism.
As Bloomberry navigates these strategic changes, the arrival of new competitors, such as the upcoming Westside City integrated resort, has been viewed positively for the overall landscape, enhancing visibility and access to Entertainment City.
Hawkins believes that enhancing Solaire’s leading market position remains vital. Therefore, his management team is focused on reviewing the property’s market positioning and optimizing its space allocation. This includes adapting the mix of areas historically designated for the VIP segment to attract a broader array of guests seeking diverse experiences.
In the midst of shifting market dynamics, Bloomberry's Solaire Quezon City property, which celebrated its second anniversary in May, has seen increased growth, with second quarter GGR rising 9% year-on-year. Hawkins rejected comparisons between Solaire North and other local properties, asserting that first-mover advantages remain profound when entering promising markets.
Under Hawkins, Bloomberry has appointed Damian Quayle as COO of Quezon City, focusing on entertainment and dining experiences to optimize the gaming floor and enhance guest engagement. The success of Solaire Quezon City has paved the way for new entertainment initiatives and partnerships, including performances and dining experiences that showcase local talent.
Currently, Bloomberry is also eyeing opportunities outside the Philippines, including potential gaming ventures in regions like Bangkok and Brazil. Plans for a beachfront resort in Cavite are also on the agenda, but Hawkins stresses that addressing current operational challenges takes precedence before any expansion.
