In an interview last year, Greg Hawkins, who was then the chief operating officer of Bloomberry’s Solaire North integrated resort, addressed concerns surrounding online gaming, stating, "It’s an opportunity." Today, as the group president and COO of Bloomberry, he is taking significant steps to capitalize on the potential of Asia’s largest legal online gaming market.
Hawkins emphasized the substantial upside of online gaming if executed correctly, stressing that the company is now equipped with the necessary technical capabilities and a strong marketing strategy. "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," he explained during a recent discussion with iGaming Business.
In July, Bloomberry launched FUNaloMAX, an online mass market platform developed with in-house technology. This platform aims to cater to a broader audience while retaining the brand's prestige associated with Solaire.
Hawkins noted, "Online has been about ensuring that we have strong stability on the platforms that support our online consumer experiences. Solaire Online, which is well established as an online brand, speaks to the Solaire premium gaming experience. Then FUNaloMax, which is a product of Solaire, gives it that credibility and is very much focused on that broader mass online market."
Since Hawkins stepped into the role officially in June, Bloomberry has made significant changes to its online operations. The company introduced MegaFUNalo mid-2025 as a mass market gaming and entertainment platform, complementing the earlier Solaire Online, which launched in 2021 when the Philippine Amusement and Gaming Corporation (PAGCOR) authorized Philippine Inland Gaming Operators (PIGOs) to assist land-based casinos navigating pandemic restrictions.
While MegaFUNalo incorporated third-party technology for its live and digital casino games, Hawkins acknowledged early challenges in user experience. "We quickly recognized some technical teething problems," he said. With improvements underway, FUNaloMAX emerged from this process, and Solaire Online is set to transition to an in-house platform very soon.
"We’re only stepping now into the active marketing of FUNaloMAX," Hawkins elaborated. He anticipates a ramp-up in marketing efforts through awareness and direct offers as the company moves into the new year. It's critical to attract and engage customers through bonuses and incentives, he added.
According to Blask, a global iGaming market intelligence platform, FUNaloMAX has quickly become a notable player in the fragmented Philippine gaming market, ranking 70th out of 335 tracked brands just a month after its launch.
Bloomberry's financial performance is also showing signs of recovery, with second-quarter results indicating a rebound from a disappointing PHP2.8 billion (US$45.4 million) loss in the previous year. Although the Philippine market remains challenging, Hawkins has prioritized revitalizing Solaire Entertainment City, the company’s flagship integrated resort.
In the second quarter of last year, Solaire's gross gaming revenue (GGR) fell 27% year-on-year, heavily impacted by a 62% drop in VIP gaming. This year, however, GGR increased by 18%, showcasing a turnaround with an 81% increase in VIP revenues. The property also improved its EBITDA by 40%, reflecting a positive change in margins.
Hawkins pointed to effective cost and capital expenditure management as essential to correcting the flagship's performance. He remarked, "The relevant margins in the business required a proper focus on cost management and capital expenditure management." The company has prioritized maintaining engagement across its management teams to sustain and enhance profitability as well as growth.
Bloomberry also faces external challenges in a softer local economy and the aftereffects of the post-Philippine Overseas Gaming Operators (POGO) era. President Ferdinand “Bongbong” Marcos Jr.'s 2024 ban on POGOs followed pressure from Beijing over alleged criminal activities among the operators, which had previously supported a booming VIP segment.
Hawkins explained, "The post-POGO environment is very different. There’s no doubt a lot of the revenue generation wasn’t just existing within the VIP segment, which provided a cash-rich environment across business lines. Post-POGO presents different opportunities for companies, and our focus is on strategically adapting to those changes."
This year also presents challenges associated with conflicts in the Gulf region, which initially disrupted business flow. However, Hawkins noted that the company has adjusted to these changes, actively monitoring cost pressures, especially regarding fuel prices.
Hawkins remains optimistic about the Philippine market's potential, highlighting opportunities tied to population growth and a desire for entertainment experiences. He believes there is significant room for growth in both the local and international markets, conditional on country positioning and infrastructure development. "The scale of the market in Metro Manila and in the Philippines generally is still very significant… The international market has very big upside for the country as well as for the integrated resort sector," he stated.
He underscored that the development of Entertainment City was strategically designed to enhance tourism and create job opportunities, aimed at attracting both international and domestic travelers under a cohesive development plan.
Hawkins noted that many international visitors arrive in Manila but quickly transition to island experiences outside the city. He sees a promising opportunity for Solaire's integrated resorts to attract guests seeking high-quality extended stays near the airport rather than just short trips to islands.
As competition increases, particularly with the upcoming opening of Westside City, Hawkins believes that adding critical mass in Entertainment City is beneficial. He remarked, "I don’t think [Westside City] will necessarily hurt Solaire. It’s driving more awareness and broadening the demographics of those who have access to Entertainment City."
With a strong focus on maintaining Solaire’s market leadership, Hawkins commented, "It’s important to us that the position of this property indicates a position of strength that reinforces our brand, particularly Solaire Entertainment City, which focuses on the premium market segment. The reputation for quality guest experiences, safety, and personalized hosting remains pivotal to our objectives."
Management has been reviewing the use and configuration of Solaire’s space, looking to adjust offerings in light of changing market dynamics. Hawkins noted the need to appeal to a broader base of guests who seek new experiences, as the VIP gaming segment has seen a considerable decline in recent years.
To enhance entertainment offerings, Solaire has formed a strategic partnership with GMG Productions, aiming to feature high-caliber local and international events at its Broadway-style theater. Additionally, food and beverage offerings are being refreshed to emphasize unique and varied dining experiences.
Solaire Quezon City, Bloomberry’s US$1 billion project located about an hour from Solaire Entertainment City, is showing positive momentum as well. After its second anniversary in May, the GGR in Quezon City increased by 9% in a flat market, with EBITDA also rising significantly.
Hawkins dismissed notions of Solaire North overpowering local competitors, asserting the value of first-mover advantages. To reinforce operational success, Bloomberry appointed Damian Quayle as the new COO for Quezon City, who brings considerable experience from various gaming markets.
Quayle has emphasized guest engagement at the gaming floor, aiming to create a vibrant, theme-park-like atmosphere. The development has also introduced new entertainment features, catering to both local patrons and government workers who frequent the dining options available.
New initiatives such as the Quezon Club, featuring local performances, have enriched the entertainment landscape. Overall, both properties are expected to work in synergy, enhancing their offerings and audience appeal.
Bloomberry, primarily a global port operator controlled by billionaire Enrique Razon Jr., seeks overseas opportunities while remaining focused on local gaming strategy. Plans for a beachfront resort in Cavite by 2024 remain on the horizon, but Hawkins emphasizes the priority of resolving existing challenges before expanding further.
