In a recent discussion, Greg Hawkins, who now serves as the group president and COO of Bloomberry, spoke on the potential of online gaming for the company’s flagship property, Solaire North. Previously the chief operating officer at the integrated resort, Hawkins remarked on how online gaming is not a threat but rather a significant opportunity. “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 stated in an exclusive interview with iGaming Business.
This opportunity came to fruition with the launch of FUNaloMAX, Bloomberry’s new mass market online gaming platform, which debuted in July. Designed with in-house technology, FUNaloMAX aims to appeal to a broad range of online players. Hawkins emphasized the importance of stability in their online platforms, noting that the established Solaire Online brand reflects the premium gaming experience offered by Solaire. Meanwhile, FUNaloMAX is positioned to tap into the larger mass online market.
Since Hawkins took on these expanded responsibilities in June, Bloomberry has made significant changes to its online strategy. Earlier this year, they introduced MegaFUNalo, another mass market platform that complements Solaire Online, launched in 2021. This development occurred following the Philippines’ regulatory changes that allowed for licensed operators to cope with challenges posed by the pandemic.
However, Hawkins acknowledged that MegaFUNalo faced initial technical challenges, particularly related to the guest experience. To address this, they began refining their platform late last year, leading to the creation of FUNaloMAX. He stated that Solaire Online will transition to an in-house platform this quarter, which he sees as a crucial step in their online evolution.
Looking ahead, Hawkins mentioned that Bloomberry is ramping up marketing efforts for FUNaloMAX to enhance brand awareness and attract new players. According to market intelligence platform Blask, FUNaloMAX has rapidly gained traction since its launch, ranking 70th among the 335 Philippine market brands they monitor.
Additionally, Bloomberry’s financial reports indicate signs of recovery after a challenging year in 2025, in which they reported a loss of PHP2.8 billion (approximately US$45.4 million). Despite a difficult market environment, Solaire Entertainment City, Bloomberry’s flagship IR, has shown improvement, with second quarter gross gaming revenue (GGR) for 2026 reflecting a year-on-year growth of 18%. This comes as a contrast to the previous year's decline, where both VIP and mass gaming segments faced substantial drops.
"A proper focus on cost management and capital expenditure management" is necessary to reverse losses at Solaire, Hawkins stated. Revenue generation dynamics have shifted, particularly following the ban on Philippine Overseas Gaming Operators (POGOs) in 2024, which ended a significant revenue stream that had been heavily reliant on VIP customers.
The broader economic environment continues to be a concern, with the aftermath of the POGO era and recent volatility in the Gulf region adding to the challenges faced. Despite this, Hawkins remains optimistic about the market potential in the Philippines, particularly with an increasing population and demand for entertainment and gaming experiences.
Hawkins highlighted that the international market holds substantial promise for growth. For Solaire, developing a strategy to improve inbound tourism by leveraging its prime location and facilities is key. The area known as Entertainment City, where Solaire is located alongside competitors like City of Dreams Manila and Okada Manila, is seen as a strategic hub that could enhance tourism and investment opportunities.
Furthermore, Bloomberry aimed to position Solaire as a destination that can attract international visitors looking for high-quality integrated resort experiences. Hawkins emphasized the need for collaboration between the government and the private sector to achieve this.
As part of ongoing developments, Hawkins noted that Solaire’s programming and offerings are being adapted to attract a broader audience. With competition increasing, particularly with the upcoming launch of Westside City this year, he believes that adding more hospitality options will ultimately be beneficial for the Entertainment City district.
Management strategies are also being refined to align with changing market conditions. With a noticeable decline in the VIP segment, the focus is shifting toward creating more thrilling entertainment experiences to draw in new guests. Hawkins outlined initiatives to diversify the types of experiences available and enhance the appeal of their facilities.
Solaire North, now known as Solaire Quezon City, recorded positive financial results, with GGR climbing 9% despite a static casino market. As it transitions into a stronger focus on local markets, Hawkins expressed firm confidence in its potential performance moving forward. He believes that effective execution in these emerging markets will yield long-term benefits for Bloomberry.
Looking forward, while Bloomberry continues to consider opportunities in markets beyond the Philippines, the immediate focus remains on stabilizing and enhancing the existing properties before pursuing additional investments.
