Solaire Parent Bloomberry Aims for 20 Percent GGR Share from Online Gaming

The Asian gaming landscape is undergoing a significant transformation, with Bloomberry Resorts Corp at the forefront of the shift. The parent company of the Philippine luxury brand Solaire has set its sights on a massive expansion of its digital business. While land-based casinos in cities like Manila have traditionally been the backbone of the industry, the weight is clearly shifting toward the internet. Greg Hawkins, President and Chief Operating Officer of Bloomberry, made the company's direction clear during the IAG Academy Summit in Manila. The company aims for online gaming to contribute a substantial 20% of total group-wide gross gaming revenue (GGR) by the end of 2027.

This development is no coincidence. The land-based market, particularly the prestigious VIP segment, is currently facing significant headwinds. Enrique K. Razon Jr., Bloomberry's billionaire CEO, previously noted that 2026 could remain a challenging year for the flagship Solaire properties. Sluggish tourism and general economic uncertainty are dampening the spending habits of high rollers. In this environment, the online business is evolving from a supplementary revenue stream into an essential pillar of the company's strategy. Bloomberry is pursuing a dual-brand approach with FUNaloMAX for the mass market and Solaire Online as its premium offering.

Numbers and facts

At the heart of the new strategy is the development of an in-house technological foundation. Bloomberry has deliberately chosen to move away from the common industry model of outsourcing or GGR-sharing. Instead, it has developed a proprietary iGaming platform. Hawkins emphasized that the transition to the internally developed system has been successful. The FUNaloMAX product was relaunched on this new platform several months ago. An interesting detail is that FUNaloMAX intentionally avoids the Solaire name to build a distinct customer database specifically for the mass market.

"The target of 20 percent sets a clear target for the company as it develops its online gaming business." - Greg Hawkins, President and COO at Bloomberry Resorts Corp

Another key aspect is marketing. Until now, Solaire Online, the company's premium product, has seen very little active promotion, despite already being a solid earnings performer. This is set to change shortly. Bloomberry plans to begin aggressive marketing efforts for Solaire Online within the next month. Meanwhile, competitors are watching the move closely. Rod Hackman of Hann Casino Resorts confirmed that his firm is also considering bringing its platform in-house within the next 6 to 12 months, moving away from its current partner, PhilWeb Corp.

Background

In recent years, the Philippines has emerged as a hub for regulated online gaming in Asia. Unlike many neighboring countries, local resort operators are permitted to run online platforms under strict regulations. Bloomberry is leveraging this regulatory framework to reduce its reliance on physical visits to its Solaire Resort Entertainment City and Solaire Resort North properties. The latter recently expanded in Quezon City to attract new customer segments. Nevertheless, digital expansion remains the most critical growth driver for the years 2026 and 2027.

"Reaching 20 percent of GGR would be a significant result." - Rod Hackman, Vice President of Gaming Operations at Hann Casino Resorts

The shift to a proprietary platform is also a response to past technical hurdles. The mass-market product, originally known as MegaFUNalo, suffered from early technical issues and was eventually rebranded as FUNaloMAX. Such experiences highlight how vital technical sovereignty has become for major casino corporations. Those who maintain control over data and the user experience can react more swiftly to market changes.

Why it matters for German players

For German gaming fans, the news from Manila is an interesting case study of global market trends but has no direct impact on their daily lives. Players in Germany are subject to the strict rules of the Interstate Treaty on Gambling (GlüStV 2021). This means that offerings like Solaire Online or FUNaloMAX are not legally accessible in Germany, as they do not hold a license from the Joint Gambling Authority of the States (GGL). In Germany, a strict separation applies: only providers listed on the official whitelist may legally offer their services.

German customers benefit from mechanisms such as the cross-operator deposit limit of 1,000 euros per month and the central LUGAS lockout system. While Bloomberry focuses on expansion in Asia, the priority in Germany is player protection. Stakes on virtual slot machines are limited to 1 euro per spin, and table games like roulette or blackjack are mostly reserved for state-owned providers or are heavily restricted. Anyone wishing to play safely in Germany must stick to GGL-licensed portals and strictly avoid offshore offers advertised with MGA or Curacao licenses.

What it means for GGL-licensed casinos

German casino operators with a GGL license can learn from the Asian market that technical independence is a massive competitive advantage. Many German providers still rely on white-label solutions or platforms from large tech giants. Bloomberry demonstrates that while investing in a proprietary IT infrastructure is expensive in the short term, it increases margins in the long run because no GGR shares have to be paid to external platform providers. For the German market, this could mean that larger players will increasingly focus on in-house developments to more efficiently implement strict German IT security requirements and LUGAS integrations.