Bloomberry's Hawkins Revives Solaire Casino Strategy in 2026

Context

Bloomberry Resorts, one of the Philippines' leading gaming operators, is undertaking a comprehensive strategic review of its flagship Solaire Resort & Casino property under the leadership of president and chief operating officer Hawkins. In his second year at the helm, Hawkins has outlined an ambitious roadmap that integrates both online and land-based gaming operations to recapture market share and operational efficiency.

The Solaire property, historically positioned as a premium casino destination in Metro Manila, has faced headwinds from increased competition, market consolidation, and shifting consumer preferences toward digital gaming channels. Bloomberry's renewed focus signals a recognition that standalone land-based operations require digital complementarity to remain competitive.

What This Means

Hawkins' dual-strategy approach represents a significant shift from traditional casino operator models that treated online and offline as separate business units. By integrating operations, Bloomberry aims to create a seamless customer experience that drives cross-channel engagement and lifetime value optimization.

The strategy includes enhancing Solaire's physical gaming experience while simultaneously expanding its digital footprint through online platforms. This omnichannel model allows operators to capture customers at different lifecycle stages—casual digital players can be converted to land-based visitors, while existing VIP players gain digital convenience options.

For the broader Philippine gaming market, Bloomberry's approach demonstrates how legacy casino operators are modernizing their business models. The integration of B2B iGaming outreach capabilities with land-based operations represents the industry evolution toward converged gaming experiences. Operators implementing similar strategies will likely see improved customer acquisition costs and higher retention rates.

What to Watch

Market observers should monitor whether Solaire's recovery trajectory improves within the next two quarters, particularly in VIP gaming volume and digital player acquisition metrics. The casino's financial performance will indicate whether Hawkins' integrated strategy resonates with players and generates positive unit economics.

Additionally, watch for announcements regarding Solaire's technology partnerships and digital platform investments. Operators seeking strategic partnerships should note that Bloomberry may be evaluating technology providers for sports betting, casino games, and payment infrastructure. Companies focused on reaching the right operators through targeted operator engagement channels will find significant opportunity here.

Finally, the competitive response from other Philippine operators—particularly Resorts World Manila and Entertainment City properties—will shape market dynamics. If Solaire's strategy proves successful, expect a cascade of similar integrated initiatives across the region's major gaming destinations.