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In an exclusive SiGMA Asia interview, Joe Pisano, CEO of Jade Entertainment & Gaming Technologies, provides a seasoned overview of the shifts within the Philippine gaming ecosystem. Having been part of the industry for decades, Pisano reflects on the sector＊s transformation from a tightly controlled monopoly to a tech-forward, multifaceted, and increasingly regulated market with a robust online presence.
From monopolies to integrated models
Pisano begins by revisiting the early years of Philippine gaming, which operated under a singular model: PAGCOR, the state-owned entity, held complete operational control over 諻儦渠廣. That landscape changed significantly when PAGCOR＊s congressional franchise was revised, permitting it not only to operate but also to license third-party operators. This legislative pivot ushered in a new era, with the development of Entertainment City and its world-class integrated resorts.
The expansion, Pisano notes, was not merely infrastructural. It marked a strategic shift in how gaming was regulated and experienced, opening the door to increased competition, innovation, and broader market participation.
The rise of online gaming
The pandemic was a clear turning point. As physical properties shut down, remote gaming emerged as a business continuity solution. During this period, PAGCOR launched its PIGO (Philippine Inland Gaming Operator) licences, effectively extending 諻儦渠 operations into the digital domain.
Today, Pisano asserts, the line between land-based and online gaming is almost indistinguishable in terms of revenue contribution. He forecasts that online revenue will outpace its brick-and-mortar counterpart within the next six months. ※We are now at a point where online and land-based gaming are on par,§ he says. ※What＊s more, online provides operators with unparalleled marketing reach across the country.§
Bridging land-based and digital operations
With this shift comes the urgent necessity for integration. Pisano argues that for integrated resorts to remain commercially viable, they must adopt a hybrid strategy that seamlessly bridges their land-based and online channels. This includes unified 諻儦渠 management systems, compatible platforms for online play, and synchronised marketing strategies.
He elaborates that operators need to rethink traditional approaches to customer acquisition and engagement. ※Marketing departments now have to consider affiliates, digital payment gateways, KYC protocols, and omnichannel loyalty programmes,§ he explains. The transition to a dual-operational model requires investment in platform interoperability and game development, while embracing an increasingly digital customer base.
Leveraging AI and emerging technologies
Pisano is particularly enthusiastic about the role of AI in reshaping the industry. Beyond traditional automation, AI is poised to enhance game development, refine marketing precision, and elevate the customer experience. One standout innovation is emotion detection AI, a tool that can assess player stress levels and emotional states in real-time.
※Imagine a system that can identify if a player is stressed, fatigued, or at risk,§ Pisano says. ※This allows operators to intervene early and offer support, aligning closely with responsible gaming principles.§
AI also holds potential for advancing blockchain integration and enabling seamless cashless transactions, helping operators streamline operations while promoting transparency and accountability.
Responsible and sustainable gaming at the core
Pisano concludes the discussion by emphasising the importance of responsible and sustainable gaming as a strategic imperative. He cautions against viewing regulation as a burden and instead encourages operators to lead by example.
※As operators, we are in the business of entertainment, not stress or addiction,§ he states. ※It＊s up to us to be proactive, identifying issues, providing solutions, and designing sustainable, responsible environments both online and on the 諻儦渠 floor.§
He also emphasises the importance of environmental sustainability, referencing historical shifts such as the removal of lead from circuit boards and advocating for greener manufacturing in tables and machines.
Looking ahead
Pisano＊s insights offer a compelling roadmap for stakeholders navigating the next wave of growth in the Philippines＊ gaming sector. As regulatory frameworks evolve and technology accelerates the convergence of online and land-based formats, success will hinge on adaptability, foresight, and a firm commitment to ethical and sustainable business practices.
