Bloomberry Resorts Debuts FUNaloMAX, Targeting Younger Filipino Online Players

Bloomberry Resorts Corp., the operator behind the Solaire casino brand, has officially launched FUNaloMAX, its second online gaming platform designed specifically for players in the Philippines. The new brand aims to capture a younger, mobile-first segment of the market, offering a distinct experience from its existing Solaire Online platform.

Debut and Strategy

The official launch event for FUNaloMAX took place on July 3rd. Bloomberry has developed and controls the FUNaloMAX technology in-house, a strategic move that the company states ensures greater control over its vision and execution. This internal development allows Bloomberry to avoid dependency on third-party platforms, enabling them to tailor the product precisely to their target audience.

FUNaloMAX is positioned to serve the mainstream premium market with a product that emphasizes speed and social interaction. This approach is intended to complement Solaire Online, which continues to cater to premium customers seeking a digital representation of the VIP casino experience. Bloomberry views these two brands as complementary, not competitive, ensuring a broad market reach within the regulated Philippine online casino sector.

Platform Features and Regulation

FUNaloMAX operates as a pure online gaming platform under the regulation of the Philippine Amusement and Gaming Corp (PAGCOR). The platform integrates robust identity checks, player protection measures, and data security protocols, aligning with regulatory requirements. Bloomberry has emphasized a commitment to making the platform feel distinctly local, incorporating Filipino gaming traditions, flexible gameplay options, and real-time rewards into its core design.

This focus on localization is a key differentiator, aiming to resonate more deeply with the target audience than generic international casino software. The Solaire name will lend its credibility to FUNaloMAX as Bloomberry navigates the competitive landscape of the regulated Philippine online casino market.

Evolution from MegaFUNalo!

The FUNaloMAX platform is an evolution of an earlier iteration, megaFUNalo!, which had a soft launch in June 2025. Following this initial release, Bloomberry identified and addressed technical issues, leading to a rebuild and rebranding of the platform. Bloomberry Chairman Enrique Razon noted in April that the company had “ironed out” most of the technical problems associated with megaFUNalo!, expressing confidence in the new platform’s improved user-friendliness and attractiveness to users.

Strategic Control and Market Opportunity

Bloomberry President and Chief Operating Officer Greg Hawkins highlighted the significance of owning the underlying technology. “We are no longer dependent on third-party platforms to execute our vision,” Hawkins stated. He further commented on the online gaming market in the Philippines, describing it as having operated within an “undifferentiated space” for some time. Hawkins believes this presents a substantial opportunity for FUNaloMAX to stand out.

The company operates its land-based casinos, Solaire Resort & Casino in Entertainment City, Manila, and Solaire Resort North in Quezon City, providing a strong foundation and brand recognition for its online ventures.

Key facts

This development is relevant to PlayVideoPoker readers as it signifies the expansion and strategic evolution of online gaming operations in a key Asian market. Bloomberry’s in-house development and focus on localization demonstrate trends in the iGaming industry towards greater platform control and tailored player experiences, which can influence game development and player engagement strategies globally. The introduction of a new, localized platform under a reputable operator provides insight into market segmentation and competitive dynamics within regulated online gambling environments.

Source: iGaming.org Casino News, https://igaming.org/casino-news/bloomberry-launches-funalomax-for-filipino-online-players/