Greg Hawkins, now the group president and COO of Bloomberry’s Solaire North, addressed online gaming's potential last year, saying it was more an opportunity than a threat. His focus shifted to capitalizing on this chance in Asia’s largest legal online gaming market. In an exclusive interview with iGaming Business, he emphasized, "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."
In July, Bloomberry launched FUNaloMAX, an online platform catering to the mass market, built on in-house technology. Hawkins explained that ensuring stability on the platforms supporting online consumer experiences is essential. He pointed out that Solaire Online has established itself as an online brand that conveys the premium Solaire experience. At the same time, FUNaloMAX is designed to cater to a broader online audience, lending credibility to Bloomberry’s offerings.
Under Hawkins' guidance, Bloomberry has restructured its online business since he assumed acting president duties in December 2024, which became official in June last year. The company introduced MegaFUNalo in mid-2025 as a mass market gaming and entertainment platform, supplementing the Solaire Online service that launched in 2021 to help land-based casinos navigate pandemic restrictions.
However, Hawkins noted challenges with MegaFUNalo, stating, "We quickly recognized some technical teething problems, mainly regarding the guest experience." The improvements made in the technology led to the development of FUNaloMAX, with plans for Solaire Online to transition to an in-house platform soon.
"We’re only stepping now into the active marketing of FUNaloMAX, so that will ramp up over the next couple of months into the new year," Hawkins added, detailing strategies focused on awareness branding and direct marketing offers. According to a market intelligence platform called Blask, FUNaloMAX quickly became a "fast-growing niche challenger" in the fragmented Philippine market, ranking 70th out of 335 tracked brands one month post-launch.
Bloomberry also reported significant financial shifts, indicating a recovery from a full-year loss of PHP2.8 billion (approximately US$45.4 million) in 2025. The second quarter showed improvement amidst ongoing market challenges, particularly in Solaire Entertainment City, a long-time market leader. Losses faced at Solaire are seen as priorities for Hawkins, who noted the need for a committed approach to cost management and capital expenditures.
Solaire’s revenue saw declines throughout the previous year, with second quarter GGR showing a 27% year-over-year drop, including a staggering 62% decrease in VIP revenue. Yet by this year, second quarter GGR rose by 18%, with the VIP segment growing by 81%. This contrast represents a notable turnaround, as property EBITDA also substantially increased.
Hawkins pointed to external factors at play like a slower economy and the repercussions of the Philippine government’s ban on Philippine Overseas Gaming Operators (POGOs) in 2024. He characterized the post-POGO landscape as presenting unique opportunities despite its challenges. "The post-POGO environment is very different… It was quite a cash-rich environment on our operations."
Additionally, ongoing conflicts in the Gulf region added pressure on economic factors, particularly around the cost of living. Yet Hawkins remains optimistic about the potential for growth due to the substantial population of Metro Manila and a strong desire for entertainment and gaming experiences. He stressed the importance of the international market as a growth opportunity for the country and the integrated gaming sector, which requires collaboration between the government and the private sector to facilitate tourism and investment.
Regarding competition, the anticipated opening of Westside City later this year is expected to heighten competition within Entertainment City, which also includes City of Dreams Manila and Okada Manila. Hawkins believes that while this could increase competition, the resulting surge in awareness and foot traffic could be beneficial for all properties.
Hawkins is committed to maintaining Solaire's leading market position, emphasizing the importance of quality guest experiences. Management is reassessing how best to utilize the property’s physical space by potentially adjusting allocations from the traditionally strong VIP segment to better cater to mass or premium mass customers.
As the VIP segment diminishes, Hawkins indicates Solaire must adapt to attract a broader range of guests who seek fresh entertainment experiences. The focus on enhancing Solaire’s offerings, including entertainment and dining experiences, remains a priority.
At Solaire Quezon City, Hawkins noted growth in a local-focused property, with GGR up 9% in a stagnant market. Any notion of Solaire North negatively impacting the existing properties is dismissed by Hawkins, who believes in the advantages of entering new markets early with effective plans.
Damian Quayle was appointed COO of Solaire Quezon City last summer, emphasizing entertainment and fun. Quayle noted the gaming floor resembles a theme park, using zones tailored to various gaming preferences. He aims for diverse entertainment offerings to attract a variety of guests, recognizing the local market’s potential while continuing to build synergistically with Solaire Entertainment City.
The two properties are collaborating on events, including an emerging sports club initiative born from popularity at Quezon City. Bloomberry continues to explore future gaming ventures while focusing on adjusting its current operations to enhance guest experience and business performance.
