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Bloomberry Resorts Corp, the parent company of the Philippine casino and integrated resort brand Solaire, is targeting its online gaming operations to contribute 20% of group-wide gross gaming revenue, or GGR, by the end of 2027.
The target was outlined by Bloomberry President and Chief Operating Officer Greg Hawkins during the IAG Academy Summit in Manila.
Hawkins said the goal sets a clear target for the company as it develops its online gaming business. Solaire operates 2 online brands: the mass-market-focused FUNaloMAX and the premium Solaire Online platform.
The company is among the few Philippine integrated resort operators that run their own online gaming platform. Most other operators use outsourced platforms or shared models.
Solaire has chosen to operate its online segment internally rather than follow a GGR-sharing or shared-platform approach. Hawkins said this decision was made deliberately at the current stage of the business.
Proprietary Platform Supports Strategy
Hawkins said a strong technical platform is essential to providing a smooth consumer experience.
Bloomberry previously relied on an outsourced platform before deciding to develop its own proprietary iGaming platform. Hawkins said the transition to the internally developed system has been successful.
The company relaunched its FUNaloMAX mass-market product on the proprietary platform several months ago. The brand is building its own customer database and does not use the Solaire name.
Hawkins said this was a deliberate decision. FUNaloMAX is positioned as a separate mass-market product, while Solaire Online is intended to represent the company’s premium offering.
The different branding allows Bloomberry to operate 2 distinct online gaming products while using the same proprietary platform.
Solaire’s online strategy is focused on building its technical capabilities and strengthening the customer experience before further expanding its brands in the market.
Solaire Online Marketing to Begin
Bloomberry is also moving its legacy Solaire Online product onto the new platform.
Hawkins said Solaire Online has been a solid earnings performer. However, the premium online gaming brand has never been actively marketed.
The company expects to begin actively marketing Solaire Online within the next month or so. Bloomberry sees significant potential in promoting the brand as the transition to its new platform continues.
The move could help the company expand awareness of its premium online product while building on its existing performance.
Solaire Online and FUNaloMAX are expected to serve different customer groups. FUNaloMAX is focused on the mass market, while Solaire Online carries the Solaire brand and is positioned as a premium offering.
Hann Also Plans In-House Platform
Hann Casino Resorts Vice President of Gaming Operations Rod Hackman said Hann is also considering bringing its online gaming platform in-house.
Hann currently uses PhilWeb Corp for platform support under an outsourced model. The company made an investment around 12 months ago to create an online studio at Hann Casino Resort.
According to Hackman, Hann already has the assets and technology in place. However, the company decided to partner with PhilWeb to launch its online product and build recognition for the Hann brand.
The outsourced platform is currently helping the company gain traction. Hackman said GGR and the number of online bettors are increasing every month.
Hann has not provided a timeline for when it will bring the product in-house. Hackman said it could happen in 6 months, 12 months, or later, depending on the progress of the business.
Online Operations Gain Attention
Hann has not set an online gaming target equivalent to Solaire’s goal of 20% of group GGR by the end of 2027.
However, Hackman said that reaching 20% of GGR would be a significant result.
Bloomberry’s target highlights the company’s plan to expand the role of online gaming within its wider business. The company is continuing the transition of Solaire Online to its proprietary platform while preparing its first active marketing efforts for the premium brand.
Source: Inside Asian Gaming
