SM-affiliated Buenas PH bets on e-gaming growth

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January 20, 2026 | 12:00am

MANILA, Philippines — Online gaming platform Buenas PH is bullish on its outlook for the year despite recent industry challenges as it taps content creators and influencers to boost its appeal.

Buenas PH, operated by HHR Philippines Inc. (HHRPI), is partnering with the country’s influential gaming personalities, with the collaboration seeking to champion the protection of the Filipino gaming community by setting a new benchmark for creator responsibility and viewer safety in the rapidly evolving iGaming sector.

“Innovation in iGaming must be matched by an equal commitment to responsibility. We believe this partnership with the creator community is a vital step in promoting a regulated, ethical environment — the only sustainable path for growth in this sector,” HHRPI president Anthony Manguiat said.

“We are committed to leading this industry toward a future where entertainment and consumer protection go hand in hand,” he said.

By aligning exclusively with a licensed operator, Buenas PH said these creators are helping narrow the gap for unlicensed and scam platforms that often target unsuspecting viewers.

“This partnership with Buenas PH isn’t just about entertainment, but about ensuring that the influence held by our top creators is used to cultivate a healthy, secure and transparent culture for every fan. Together, we are moving toward a safer, more responsible community,” Julius Mariano, founder of livestream entertainment platform YGS Live, said.

HHRPI is a Philippine Amusement and Gaming Corp.-licensed provider of electronic gaming software and professional services.

It is backed by publicly listed Pacific Online Systems Corp., which operates within the ecosystem of Belle Corp., SM Investments’ major developer of leisure and tourism destinations.