Philippine casino operator Bloomberry Resorts Corp officially launched its online gaming platform FUNaloMAX earlier this month. The company confirmed the launch in a press release issued last week.
The firm said the “in-house online gaming platform” was “engineered natively for the younger, mobile-first generation of Filipino players”.
It added: “As part of Bloomberry’s expanded digital portfolio, FUNaloMAX delivers a high-energy, fast, and secure gaming environment.”
An official launch event for the brand took place on July 3.
Philippines-listed Bloomberry runs its flagship Solaire Resort & Casino complex at Entertainment City in Manila. The company also operates the Solaire Resort North property in Vertis, Quezon City, north of Metro Manila.
Bloomberry stated that, with the launch of FUNaloMAX, it now had “two complementary offerings” to serve “distinct audiences” in the online gaming segment.
While its existing Solaire Online platform was “focused on premium players seeking a quiet, seamless extension of the physical resort’s luxury and VIP on-floor ambiance”, the “broader, more dynamic FUNaloMAX experience” targeted the “mainstream premium market – fast, bold, and flexible to players’ preferences”.
Solaire Online is aimed at domestic players and tied to physical casino inventory via a Philippine Inland Gaming Operator (PIGO) licence. According to information from the country’s casino regulator, the Philippine Amusement and Gaming Corp (Pagcor), the platform includes slot games, electronic table games and live baccarat. FUNaloMAX, however, is a pure online gaming offering.
Bloomberry noted that FUNaloMAX was “backed by one of the most recognised names in Southeast Asian hospitality, Solaire Resort, ensuring a legal, protected, and fair entertainment space where rewards occur in real time”.
The casino firm also stated that the new platform operated “within a strictly licensed, Pagcor-regulated environment, reflecting Bloomberry’s commitment to accountable gaming, robust identity verification, and data safety”.
The release quoted Greg Hawkins, president and chief operating officer of Bloomberry Resorts, as saying that the firm had “made a deliberate investment in building and controlling” its own technology, developed in-house.
“We are no longer dependent on third-party platforms to execute our vision,” he was quoted as saying.
“For a period now, the online gaming market in this country has operated within an undifferentiated space. We believe this presents us with a significant opportunity,” Mr Hawkins stated.
Bloomberry’s press release said FUNaloMAX was “designed to move away from rigid, generic global templates, and deliver an interactive, highly social experience tailored to local preferences”.
It “combines familiar Filipino gaming traditions with the polished execution of world-class digital entertainment,” the firm added.
A Bloomberry online gaming platform under the branding megaFUNalo! had a soft launch in June last year. In April, it was reported that the firm planned to relaunch the product under a new name – FUNaloMAX.
Enrique Razon, chairman of Bloomberry, was quoted at the time as saying regarding the refreshed online offering: “We will push hard and market this new platform, which is more attractive for users and more user-friendly. Most of the technical issues of megaFUNalo! previously have been ironed out.”
Bloomberry reported a net loss of nearly PHP125.0 million (US$2.0 million) for the first three months of 2026. That was on net revenues that declined 8.8 percent year-on-year, to just under PHP13.10 billion.
