Razon’s Bloomberry makes biggest digital bet as FUNaloMAX goes live

Insider Spotlight

• FUNaloMAX is Bloomberry’s biggest digital infrastructure commitment to date.
• Online gaming is now a central part of Bloomberry’s recovery strategy after last year’s loss.
• The company now has separate online brands for luxury and mainstream premium players.

Tycoon Enrique Razon Jr.’s Bloomberry Resorts Corp. is betting a bigger part of its recovery on online gambling, launching a rebuilt gaming platform aimed at the “mainstream premium” market.

FUNaloMAX, which officially went live on July 3, is Bloomberry’s second online gaming platform after Solaire Online and represents the company’s biggest digital infrastructure commitment to date.

“Two brands, two experiences, one company, Solaire, positioned across the full market,” Bloomberry president and chief operating officer Gregory Francis Hawkins said in a statement on Friday. 

“To do this, Bloomberry has made a deliberate investment in building and controlling its own technology—developed in-house, by our own people. We are no longer dependent on third-party platforms to execute our vision,” he added.

Technology reboot

The platform replaces MegaFUNalo, Bloomberry’s first online gaming venture launched in 2025 that was later hampered by technical issues tied to its previous technology provider, as InsiderPH previously reported.

The relaunch comes as Bloomberry competes with online gaming leader DigiPlus Interactive as well as integrated resort rivals that are expanding their digital offerings, including Okada Manila and NUSTAR Online.

“Online is no longer a side project for Bloomberry. It is a structural plank of the recovery,” the company said in the statement.

The shift comes after Bloomberry swung to a P2.6 billion net loss in 2025 from a P2.6 billion profit a year earlier as weaker VIP gaming and higher operating costs weighed on earnings.

Earlier this year, Razon said the revamped platform could make a positive financial contribution by 2027 if the rollout continues as planned.

Dual-brand strategy

FUNaloMAX targets mainstream premium players, while Solaire Online remains focused on the group’s luxury casino clientele, giving Bloomberry separate online brands for different customer segments.

The platform is licensed by the Philippine Amusement and Gaming Corp. and offers round-the-clock live dealer games, Live Bingo and Live Perya from Bloomberry’s own studio. The company said it also incorporates identity verification and data protection features built into the platform from launch.

—Edited by Miguel R. Camus