Bloomberry moves Solaire Online in-house as FUNaloMAX enters active marketing in the Philippines

Bloomberry is shifting its online stack again, this time with Solaire Online moving to an in-house platform this quarter and FUNaloMAX only now entering active marketing. For PSPs and payment partners, the point is simple: Bloomberry is still building out the operating model behind what it wants to be a larger Philippine online business.

1. Greg Hawkins, now Bloomberry’s group president and COO, says online is “a significant focus” because “online presents very big upside if we can execute properly.” He ties that to the company’s ability to run the platforms technically and market them effectively, which is usually the part where the real work starts.
2. Bloomberry officially launched FUNaloMAX in July as an online mass market platform built on in-house technology. Hawkins says Solaire Online remains the established premium online brand, while FUNaloMAX is meant to broaden reach into the mass market and still carry Solaire credibility.
3. The company had already launched MegaFUNalo in mid-2025 as a mass market gaming and entertainment platform, but Hawkins says Bloomberry quickly found “technical teething problems,” mainly around the guest experience. That pushed the group to rebuild what sits behind the online consumer experience rather than keep patching the front end.
4. Solaire Online was launched in 2021 after regulator Pagcor licensed Philippine Inland Gaming Operators (PIGOs) to help land-based casinos cope with Covid pandemic restrictions. Bloomberry’s online business is therefore not a side project; it is part of the group’s response to how Philippine gaming has been structured since the pandemic period.
5. Blask describes FUNaloMAX as “a fast-growing niche challenger” in the fragmented Philippine market. At the end of July, one month after launch, it ranked 70th of 335 Philippine market brands tracked by Blask, which at least suggests the platform is getting into the race rather than inventing a new one.

Bloomberry’s second-quarter results point to a turnaround from a full-year 2025 loss of PHP2.8 billion (US$45.4 million), even though the Philippine market remains challenging. For payment teams, the useful read-through is that Bloomberry is still investing in online distribution and platform control, which usually means more attention to acquiring stability, transaction routing, and the economics of scaling mass-market traffic.