Last year, Greg Hawkins, then chief operating officer at Bloomberry's Solaire North integrated resort, addressed whether online gaming posed a threat during an interview with Global Gaming Business. He declared, "It's an opportunity." Now, as Bloomberry's group president and COO, Hawkins is intent on capitalizing on that opportunity in Asia’s largest legal online gaming market.
In an exclusive interview with iGaming Business, he stated, "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."
Bloomberry launched FUNaloMAX, an online mass market platform built on in-house technology, in July, marking a significant step in its online gaming strategy.
"Online has been about ensuring that we have strong stability on the platforms that support our online consumer experiences," Hawkins explained. He noted that Solaire Online has established itself as a premium online gaming brand, while FUNaloMAX aims to reach a broader online market.
Since stepping into his role as group president late last year, Hawkins has focused on revamping Bloomberry’s online business. In mid-2025, they released MegaFUNalo, alongside Solaire Online, which launched in 2021 to help land-based casinos navigate pandemic restrictions with regulatory support from the Philippine Amusement and Gaming Corporation (PAGCOR).
Despite the potential, MegaFUNalo faced technical challenges, which Hawkins aptly described as “teething problems.” He acknowledged a need for further refinements to enhance the guest experience. As a response, FUNaloMAX emerged; Solaire Online will transition to an in-house platform this quarter.
Moving forward, Hawkins plans to ramp up marketing for FUNaloMAX, projecting an increase in promotional activities as they aim to attract a wider customer base with offers centered on rebates and free gaming experiences.
Industry analysts at Blask have pointed out that FUNaloMAX is quickly becoming a notable contender within the diverse Philippine online market. After just one month since its launch, it climbed to 70th in a list of 335 brands tracked by Blask.
Bloomberry’s second quarter results show signs of recovery from a PHP2.8 billion (USD 45.4 million) loss in 2025, despite a challenging market environment.
Hawkins emphasized the need for focused cost management and capital expenditure strategies to turn around Solaire Entertainment City, Bloomberry's flagship integrated resort.
In the second quarter of last year, Solaire Entertainment City posted a 27% year-on-year decline in gross gaming revenue (GGR), with a 62% drop in VIP gaming. However, the most recent results showed an 18% increase in GGR, with VIP gaming surging by 81%.
"The relevant margins in the business required a proper focus on cost management and capital expenditure management," Hawkins reiterated, stressing the importance of maintaining a balanced approach between revenues and operational costs.
Hawkins also candidly addressed the challenges posed by lingering effects of foreign gambling operators in the Philippines and their impact on the local market. Following a ban on Philippine Offshore Gaming Operators (POGOs) enacted by President Ferdinand “Bongbong” Marcos Jr. in 2024, he noted the shift in revenue dynamics as the country adapts to the new normal post-POGO era.
Overall, he sees significant potential in the Philippines' entertainment and gaming sectors, especially given the region's strong population growth and appetite for gaming experiences. He expects further growth opportunities will arise as Bloomberry continues to adapt strategically in a post-POGO landscape, while also contending with external pressures, such as rising fuel costs due to international conflicts.
The market's potential in Metro Manila remains promising, according to Hawkins. He asserts, "For such a large population, the opportunity is still there, whether it’s niche or large scale, if executed."
Looking ahead, Hawkins emphasizes the necessity of positioning the country for greater international tourism. He believes that improving local infrastructure and executing a cohesive tourism strategy will drive opportunities within the integrated resort sector.
Bloomberry is also preparing for increased competition in the region, particularly with the development of other integrated resorts like Westside City. Hawkins views the entry of additional resorts as an opportunity to enhance awareness and diversify the visitor demographic to Entertainment City.
He remarked, "Adding more critical mass and hotel rooms into Entertainment City is a net positive. It’s driving more awareness."
To maintain its leading position, Solaire must adapt to changes in guest preferences. Hawkins noted that a crucial part of the strategy involves broadening entertainment offerings at the resort to attract more guests.
The focus on enhancing Solaire's reputation for providing high-quality experiences has been central to Hawkins's approach. He indicated that the management team continues to evaluate how to optimize the space allocated between VIP and mass gaming to better serve the evolving market dynamics.
In particular, the VIP gaming segment has significantly contracted over recent years, prompting a shift towards appealing to a wider audience seeking unique experiences.
At Solaire North, renamed Solaire Quezon City, revenue growth has also been robust, with second quarter GGR rising 9% year-on-year. Hawkins sees the property catering primarily to local residents and attributes much of its early success to its strategic positioning in the market.
Damian Quayle was brought on as Quezon City COO last July to help drive this vision. He emphasized the importance of entertainment in attracting guests, reflecting a commitment to integrating fun and enjoyment into the gaming experience.
Solaire’s offerings have been refreshed to include diverse culinary experiences and a new supper club that showcases local talent. The two Solaires are growing synergetically, making contributions to Entertainment City as a whole.
Crystal-clear, Bloomberry is also exploring international opportunities, though Hawkins insists that fixing existing issues within the company comes first before pursuing further expansion. There’s a long-term vision to build out properties outside of Metro Manila, but immediate adjustments and refinements remain the priority.
Controlled by billionaire Enrique Razon Jr., Bloomberry continues to monitor the changing landscape of the gaming industry, ensuring that its integrated resorts remain competitive and aligned with the demands of both local and international markets.
