Bloomberry Bets Bigger on Digital With FUNaloMAX Launch

Bloomberry Resorts Corp. has expanded its online gambling push with the launch of FUNaloMAX, a rebuilt gaming platform aimed at the mainstream premium market. The move marks the company’s latest step in making online gaming a central part of its recovery strategy after last year’s loss.

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Bigger Digital Commitment

FUNaloMAX went live on July 3 and is Bloomberry’s second online gaming platform after Solaire Online. The company said it represents its biggest digital infrastructure commitment to date.

Bloomberry president and chief operating officer Gregory Francis Hawkins said the company now has 2 brands, 2 experiences, and 1 company positioned across the full market. He added that Bloomberry deliberately invested in building and controlling its own technology through in-house development by its own people.

According to Hawkins, the firm is no longer reliant on third parties for implementing its strategy. The statements were made in connection with the company’s move toward a change in its overall strategy for conducting the online gambling business.

Separate Brands For Different Players

FUNaloMAX is targeted at mainstream premium players, while Solaire Online remains focused on the group’s luxury casino clientele. The 2 platforms give Bloomberry separate online brands for different customer segments.

The company said the new setup allows it to serve a wider audience without folding the products into a single offering. That distinction is now part of Bloomberry’s digital structure, with one brand for luxury players and another for the mainstream premium segment.

Bloomberry said online is no longer a side project for the company and instead forms part of its recovery framework. The company described it as a structural plank of the recovery in its Friday statement.

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Platform Features And Licensing

FUNaloMAX is licensed by the Philippine Amusement and Gaming Corp. The platform offers round-the-clock live dealer games, Live Bingo, and Live Perya from Bloomberry’s own studio.

The company said identity verification and data protection features were built into the platform from launch. That suggests Bloomberry is presenting the platform not only as a new product, but also as one with internal controls already in place at the start.

The launch places Bloomberry deeper into the online gaming market at a time when competition is increasing. The company is competing with online gaming leader DigiPlus Interactive as well as integrated resort rivals that are also expanding their digital offerings, including Okada Manila and NUSTAR Online.

Recovery Strategy Takes Shape

Bloomberry’s latest move shows how online gaming has become more central to the company’s business plan. The launch of FUNaloMAX follows a period in which the company has been building out its own technology rather than depending on external platforms.

The statement from the company made clear that online gaming now carries a larger strategic role than before. With 2 separate brands now in place, Bloomberry is aiming to position itself across different customer groups while keeping control of the platform infrastructure behind them.

The launch of FUNaloMAX gives the company another path in the digital market as it continues to rebuild after last year’s loss.

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Source: Insider PH