The Philippine online gambling industry continues to develop, with domestic gambling operators (PIGO) striving to bridge the gap between physical and digital channels to fully unleash brand potential. Veteran in the gambling industry, Joe Pisano, noted that although online channels have broken geographical limitations, many PIGO operators have yet to effectively integrate the advantages of existing physical brands.
The PIGO system was born during the pandemic as a tool to transform revenue following restrictions on offshore gambling (POGO). In contrast, POGO has been gradually banned due to issues such as fraud and illegal labor. Today, PIGO has become a new fulcrum for compliant innovation in the local gambling industry.
Pisano suggests that operators should view online platforms as important tools for market expansion and customer interaction, rather than as standalone businesses. He also points out that although over 60 online gambling platforms have been licensed, less than two-thirds are truly active, indicating significant room for industry growth.
He also calls for drawing on successful experiences from Europe and America to enhance platform user experience and data capabilities, and emphasizes the importance of reforming online gambling regulation.
In the first quarter of 2025, Philippine online gambling revenue exceeded 104.1 billion pesos, surpassing physical gambling for the first time, marking a critical development phase for the PIGO model. With the deep integration of online and offline, PIGO is expected to reshape the landscape of the Philippine gambling market.
