Bloomberry Resorts Corp. has launched FUNaloMAX, its newest online gaming platform, as the company accelerates its expansion into the fast-growing digital gaming market and transitions to a fully owned technology infrastructure.

The platform, which recently went live under a license from the Philippine Amusement and Gaming Corp. (PAGCOR), marks a strategic shift for the operator of Solaire Resort.

By developing and managing its own Asia-based infrastructure, Bloomberry is moving away from third-party white-label providers and establishing an end-to-end proprietary online gaming ecosystem.

FUNaloMAX is positioned as a mass-market platform that combines familiar Filipino gaming experiences with interactive digital entertainment, complementing Solaire Online, which primarily caters to premium players.

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

“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.

The company said FUNaloMAX was designed specifically for Southeast Asia’s mobile-first market, where smartphones serve as the primary gateway to digital services. The platform uses regional servers to reduce latency and improve performance, enabling faster load times, stable live-streaming capabilities and integrated domestic payment processing.

A key feature is its live-streaming gaming studio, which includes transparent glass gaming tables and floor-to-ceiling LED backdrops that allow players to watch live shuffling, dealing and spinning in real time. Bloomberry said the setup is intended to enhance transparency and strengthen player trust.

The company is also pursuing a localized content strategy by commissioning exclusive games from Filipino developers rather than relying solely on international gaming libraries.

At launch, FUNaloMAX offers live games such as Live Perya and Live Bingo, alongside slot and table games including Super Ace, Fortune Gems 3, Koi Gate, Super Ace Deluxe, Eagle Riches and Live Baccarat.

Bloomberry said the platform incorporates standard know-your-customer requirements and responsible gaming measures in compliance with PAGCOR regulations.

With FUNaloMAX, Bloomberry aims to strengthen its position in the Philippine online gaming sector by combining proprietary technology, localized content and the Solaire brand to capture a larger share of the domestic digital gaming market.