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Manila Bulletin devider Business devider Trade & Industry devider E-casino operator taps creators with 150 million reach to combat unlicensed sites

E-casino operator taps creators with 150 million reach to combat unlicensed sites

Published Jan 29, 2026 07:49 am
HHR Philippines Inc.’s licensed e-casino operator, Buenas PH, is enlisting the country’s most prominent gaming influencers to curb the rise of unlicensed gambling platforms and establish new ethical standards for the domestic iGaming industry.
The strategic partnership includes high-profile creators such as ChooxTv, Beatmaster, ForeignGerms, Hypebits, and actor Mark Herras. These personalities command a combined social media following exceeding 150 million, a reach the company intends to leverage to steer Filipino viewers toward regulated gaming environments. By aligning exclusively with a licensed entity, the ambassadors aim to marginalize the "scam" platforms that have increasingly targeted local audiences in the digital space.
The collaboration comes as the Philippine gaming sector undergoes rapid digital transformation, bringing both growth and heightened regulatory scrutiny. Julius “Banoobs” Mariano, founder of YGS Live, characterized the move as a turning point for creator responsibility. He noted that the initiative is designed to cultivate a "transparent culture" where influencer reach is utilized to protect fans rather than merely provide entertainment.
The corporate push for stricter self-regulation is being led by Atty. Anthony "Tony" Manguiat, President of HHR Philippines Inc. Manguiat stated that the only sustainable trajectory for the sector involves a commitment to a regulated environment where consumer protection is prioritized alongside innovation. He emphasized that the partnership with the creator community serves as a vital step in ensuring the industry’s long-term credibility.
The strategy was highlighted during the "Battle of the Streamers" grand finals held at City of Dreams Manila. As the presenting partner, Buenas PH oversaw a tournament featuring the country’s top creators competing for a total prize pool of PHP 11 million. The event, powered by Pragmatic Play and broadcast via Loco Live, served as a proof of concept for high-stakes gaming conducted within a regulated framework.
Beyond its commercial operations, the firm is integrating its marketing efforts with social advocacy through Buenas Cares. Fronted by content creator Boss Toyo, the charity arm focuses on community engagement and outreach. This multifaceted approach—combining influencer marketing, large-scale events, and corporate social responsibility—reflects an effort to professionalize the image of e-casinos in the Philippines. As the digital economy matures, the success of such partnerships may determine the future gold standard for safe, creator-driven entertainment in the region.
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