Bloomberry Resorts’ online casino partners with Gioco to launch local-themed games

A pivot toward local identity

Bloomberry Resorts’ push into online gaming has steadily shifted from a defensive revenue move to a strategy centered on local identity and mass-market reach. The company previewed its direction with the soft launch of MegaFUNalo, a digital platform that combined casino games and free movie streaming, then positioned it as a nationwide offering designed to feel distinct from copycat sites. That intent was clear when Bloomberry introduced a concept that integrated casino play with entertainment from Viva, supported by local payment rails such as UnionBank, GCash, GrabPay and BPI, in a bid to create a stickier user experience and broader funnel than a pure-play casino product. The platform’s early positioning suggested Bloomberry would lean on differentiated content, layered features and heavy marketing to build share in a crowded market, as noted in coverage of the MegaFUNalo soft launch and content mix.

The strategic logic started earlier. Bloomberry had signaled a stronger digital turn as regulators tightened around offshore operators and spending patterns shifted. The group told investors it would launch a new mainstream online brand to complement Solaire, with testing targeted for the second quarter and nationwide reach as the goal. Management framed the move as both a growth engine and a hedge against volatility, previewing a broader portfolio that included integrated resorts and expanded online exposure. That arc was captured in reporting on Bloomberry’s plan to launch a platform to recover lost revenue.

From soft launch to scale

MegaFUNalo’s rollout set the operational baseline: a combined gaming and streaming hub differentiated by format and content, built to test demand and iterate. Analysts pointed to its layered experience as a competitive edge, arguing the app felt less repetitive than rivals. A notable data point surfaced around marketing muscle, with brokerage commentary indicating Bloomberry budgeted aggressive quarterly promotions to push adoption and awareness. The company’s intent to build a self-sustaining content loop — casino games, entertainment media, and localized features — mirrors successful playbooks in other consumer apps that use media to deepen engagement.

The next step was scale. Bloomberry’s leadership said the new brand would complement the Solaire ecosystem and reach Filipino players nationwide, while the company continued capital expenditure on Solaire North and its Entertainment City flagship to reinforce cross-channel demand. The strategy ties property-led brand equity to digital acquisition, creating more ways to onboard and retain users. Coverage of Bloomberry’s expanded online offering and property growth plans underscores this dual-track approach.

Chasing mass-market growth after POGO exit

The catalyst was the July 2024 ban on offshore gaming, which cut off a stream of Chinese play and forced operators to refocus on domestic mass segments. Bloomberry’s answer was to build a mainstream online product tailored to local preferences and regulatory clarity. The company pitched investors on a more resilient revenue mix, balancing resort-driven play with a digital channel designed to be accessible and culturally relevant. Executives argued that, alongside best-in-class integrated resorts, online expansion would create a diverse portfolio of revenue sources and stabilize earnings through cycles. The broader market backdrop is constructive: PAGCOR has projected igaming could reach PHP450 billion to PHP480 billion in 2025, setting a favorable demand envelope for scaled operators, as reported in Bloomberry’s revenue recovery roadmap.

This context helps explain the emphasis on “made-for-Filipinos” content. Localized themes, payments and entertainment bundles are designed to expand the addressable market and distinguish the platform as a homegrown alternative, not just another skin. It also positions Bloomberry to negotiate better terms with developers, build exclusive libraries and potentially improve unit economics over time.

Crowded field, entrenched leaders

The opportunity comes with formidable competition. DigiPlus, one of the most entrenched players, reported 40 million users in 2024, up from 20 million in 2023. Company leaders have stressed their multi-year lead, scale advantages and capital requirements to contest their position. That reality raises Bloomberry’s hurdle rate for marketing efficiency, product differentiation and retention. It also pressures new entrants to secure unique content, exclusive partnerships and brand extensions to avoid commoditization. The evolving competitive map, including commentary from industry executives, is detailed in reporting on Bloomberry’s expansion plans against a scaled rival.

The land-based chessboard remains fluid too. The prospect of an aggressive online push tied to other integrated resorts has been floated, including the potential involvement of City of Dreams Manila as its operator explores strategic options. That adds another vector of uncertainty — and opportunity — for digital crossovers that blend loyalty, omnichannel benefits and co-marketing.

Content playbook: local themes vs global IP

Bloomberry’s content strategy aligns with a broader industry shift toward distinctive themes and branded experiences. In the United States, operators have leaned on entertainment IP to stand out, as seen in the launch of a Friends-branded online slot that blends familiar visuals, catchphrases and a 6x5 cluster format with modern mechanics. The rollout, exclusive to BetMGM at debut, illustrates how nostalgia and storytelling can drive acquisition and time-on-site. Details of that launch are outlined in coverage of the Friends-themed slot.

BetMGM has also experimented with lifestyle branding through table games tied to FashionTV, testing whether high-gloss branding can lift engagement in classic formats like blackjack and roulette. Those titles, introduced state by state, show how operators expand beyond slots to re-skin table categories with recognizable brands. See reporting on the FashionTV-branded table games for more. Bloomberry’s local-first tack differs in source material but aims for the same outcome: turning content into a moat. By prioritizing Filipino themes and culture-forward titles, the company is betting local relevance can rival the pull of global IP.

What’s next for Bloomberry’s digital bet

The immediate test is execution: scaling user acquisition without unsustainable promotions, deepening an exclusive content slate and integrating loyalty across digital and Solaire properties. The company’s commitment to a nationwide mainstream brand suggests continued investment in payments, compliance and distribution partnerships, alongside ongoing app iteration. With PAGCOR’s market outlook supportive and the post-POGO landscape favoring regulated operators, Bloomberry has a window to convert brand recognition into digital share.

The bigger swing is whether localized content can sustain differentiation as rivals match features and marketing spend. If Bloomberry’s library grows through exclusive developer ties and culturally resonant titles, it can build defensible engagement and better unit economics. If not, the platform risks price-based competition against scaled incumbents. Either way, the direction is clear: the fight for the Philippine online gaming consumer will increasingly turn on content, convenience and brand — and Bloomberry is moving to compete on all three.