Greg Hawkins, the Group President and COO of Bloomberry, spoke recently about his perspective on online gaming in the Philippines. Last year, when he was the COO at Solaire North, he addressed concerns about online gaming, stating, "It’s an opportunity." Now, he’s moving forward with Bloomberry’s strategy 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 shared in an exclusive interview with iGaming Business.
In July, Bloomberry unveiled FUNaloMAX, a new online mass market platform developed using in-house technology. Hawkins emphasized the importance of maintaining strong stability in the online platforms to enhance user experience. "Solaire Online speaks to the Solaire premium gaming experience. FUNaloMAX gives it credibility while focusing on a broader mass online market," he stated.
Since assuming the role on a permanent basis in June, Hawkins has been revitalizing Bloomberry’s online sector. In mid-2025, the company launched MegaFUNalo as a mass-market gaming and entertainment platform. This effort was initiated after the online sector experienced challenges following the licensing of Philippine Inland Gaming Operators (PIGOs) during the pandemic.
While MegaFUNalo showcased live casino games and other attractions using third-party technology, early feedback led to the decision to enhance the platform's user interface, resulting in the development of FUNaloMAX. Solaire Online is also set to transition to an in-house platform this quarter.
"We’re only stepping now into the active marketing of FUNaloMAX, ramping up our initiatives over the coming months, which will include awareness branding and direct marketing offers to foster gaming experiences," Hawkins explained. Global iGaming market intelligence platform Blask characterized FUNaloMAX as a "fast-growing niche challenger" in the competitive Philippine market. By the end of July, just weeks after its launch, FUNaloMAX had climbed to the 70th position among 335 tracked Philippine market brands.
Bloomberry’s financial results for the second quarter indicate a potential recovery after a challenging year, where the company reported a PHP2.8 billion (approximately US$45.4 million) loss for 2025. While Solaire Entertainment City, a leader within the Philippine gaming sector, faced a 27% year-over-year decline in gross gaming revenue (GGR) in Q2 of last year, the latest figures show an 18% increase in GGR this year, attributed to a substantial recovery in the VIP segment and slight gains in mass tables and slot machines. Last year's Q2 property EBITDA fell significantly, but this year showed a recovery of 40%, enhancing profit margins.
Hawkins pointed to a "proper focus on cost management and capital expenditure management" as crucial for reversing losses at Solaire Entertainment City. The Philippine economy has been under pressure, and the repercussions of the ban on Philippine Offshore Gaming Operators (POGOs) in 2024 continue to affect overall revenue streams.
"Post-POGO presents different opportunities for companies, and the ability to adapt strategically is what we’re focused on," Hawkins stated. The ongoing conflicts in the Gulf region have also posed challenges to business growth, although Hawkins noted that operating costs are being closely monitored.
Despite these challenges, Hawkins is optimistic about the market potential in Metro Manila, driven by population growth and demand for entertainment. He believes the international market offers substantial opportunities, contingent on effective country positioning and infrastructure development.
Solaire’s competition is expected to intensify with new resorts like Westside City entering the scene later this year, but Hawkins sees this as a positive. "Adding more critical mass and hotel rooms to Entertainment City is a net positive. It’s driving more awareness," he remarked.
Management is also focused on adjusting Solaire’s offerings in light of market changes, specifically addressing the decline in the VIP segment and strategizing on broader entertainment experiences. Hawkins noted, "What does that mean? A focus on new and exciting experiences that cater to a wider guest base."
Furthermore, Bloomberry has partnered with GMG Productions to enhance entertainment at Solaire, aiming to diversify offerings.
At Solaire Quezon City, which celebrated its second anniversary in May, GGR increased by 9% year-over-year, reflecting a growing trend despite a flat market overall. Hawkins referred to this property as benefiting from a first-mover advantage in the local market.
Currently, Bloomberry is assessing opportunities for expansion and investment beyond its current properties while focusing on resolving existing challenges. Hawkins stated, "Fixing what’s broke comes first."
