What started out as an innovative way to keep Filipinos entertained during the COVID-19 lockdowns has since grown into a game-changing enterprise — one that not only reinvented traditional Filipino betting games, but also elevated them into effective platforms for promoting responsible gaming and giving back to society.
Whether it’s a good old-fashioned game of bingo after those weekend brunches at lolo’s or lola’s house, or a round or two of drop ball or color game at the local perya [the Filipino version of a carnival], or even card games that are played in wakes — Filipinos always find ways to enjoy their favorite betting games.
And the same fondness remained during the pandemic even as house parties came to a halt.
In a bid to keep its customers entertained without violating health protocols, gaming company AB Leisure Exponent (ABLE) Inc. launched its flagship product, BingoPlus in 2022, to adapt to the ever-changing leisure and entertainment landscape of the Philippines.
“We saw the growing importance of digitalization amidst strict health protocols and has, since then, become an industry leader in shaping how Filipinos experience leisure and entertainment. The transition from simply offering physical Bingo stores to providing online access to well-loved games opened up a lot of opportunities for BingoPlus, as well as its users,” said Jasper Vicencio, president of ABLE.
Unsurprisingly, the demand for such an innovative approach to gaming continued after the pandemic. And even as quarantine restrictions were lifted and physical gaming enterprises reopened, the novel concept BingoPlus continued to strengthen its foothold on the market.
In time, the first online bingo provider in the country started to offer staple Pinoy games like “tong-its,” poker and various perya games like drop ball, pachinko and color games, to name a few — as it endeavored to instill responsible attitudes towards online gaming.
For instance, BingoPlus launched its “Pusta de Peligro” campaign as part of its GameSmart Program, which educates the public about the risks that come with online gaming through a series of activities. Among them was a hybrid talk show at its headquarters, where more than 200 live and online viewers learned about the risks of online gaming, the importance of setting limits and how to get the right support. “We consistently and eagerly inform and educate our players that gambling is not an acceptable way of earning money. Playing our games should only be anchored on fun and entertainment and should not be relied on as a form of living,” stressed Vicencio. “We are doing this for financial education and mental health intervention. The company also engages in even stronger mass media efforts to complement the self-regulation feature in its app to limit money and time spent by the players,” he added.
A champion of Pinoy culture
Inspired by traditional games and forms of entertainment Filipinos grew up with, BingoPlus works hard to recreate that same sense of community within its digital platforms. “As such, part of our branding strategy is choosing brand endorsers who have a wholesome, fun and credible image,” said Vicencio. Among its current brand ambassadors are Piolo Pascual, Kim Chiu and Maine Mendoza, to name a few.
The company also supports local festivals nationwide. “Through these efforts we ensure that BingoPlus is a reliable brand supporting organizations whose advocacies are aligned with ours,” he added. BingoPlus was part of the Sinulog in Cebu, MassKara in Bacolod, Dinagyang in Iloilo, Panagbenga in Baguio, Kadayawan in Davao and Kaogma in Bicol, among other local festivals.
As a co-presentor at MassKara in Bacolod, BingoPlus hosted a series of events, culminating at the “Masskara 2024: Music Fest” featuring local and national bands and performers like Bamboo, TJ Monterde, boy group BGYO, among others. The company also made its presence felt in Cebu during the Sinulog Festival, where BingoPlus participated in a foat parade, and even took part in staging the Miss Cebu 2024, Sinulog Idol 2024, Sinulog Festival Queen and Sinulog Dance Crew competitions. “We’ve heard a lot of positive feedback from festival-goers who say that they had much fun with the games, prizes and entertainment we mounted on the ground,” added Vicencio. The brand also brings these events closer to Filipinos across islands through its online and in-app promotions that buoy the Filipino spirit.
To further champion local culture and strengthen the country’s burgeoning online gaming community, BingoPlus also created its own variety program dubbed BingoPlus Day and BingoPlus Night. “It’s a celebration of the brand’s success and milestones and collaboration with local artists. These shows give them an added venue to showcase their talents,” explained Vicencio.
Aside from ensuring its active presence in the country’s major entertainment scenes and partnering with reputable names in the entertainment industry, the company also spares no expense in bringing more fun through interactive activities and prizes. For instance, beauty pageant aficionados would know that BingoPlus not only live streamed the Miss Universe 2024 pageant through its apps, but was also among the first to welcome Miss Universe Asia Chelsea Manalo when she returned to the Philippines.
“I want to say thank you so much to BingoPlus because I already felt that I was home. I had so much gratitude when I knew they were flying to support me, to have a watch party here in the Philippines. So, thank you so much for giving that opportunity, for everyone here in the Philippines to watch with me,” Manalo said during her homecoming party.
Its star-studded second anniversary event, aptly titled “Share the Love, Share the Luck,” also enjoyed massive success thanks to the stars who joined it, including former reel couple Maine Mendoza and Alden Richards. The event also gave BingoPlus players a chance to win prizes worth up to P50 million, including a car valued at P2 million.
In keeping with pop culture followers and movie fans, BingoPlus also hosted an exclusive screening of Piolo Pascual’s Metro Manila Film Festival entry The Kingdom, which was attended by journalists, bloggers, social media influencers and BingoPlus players. Prior to this, BingoPlus also hosted a two-day special block screening of the horror film entry Mallari — which also starred Pascual — at the Bonifacio High Street Cinema and The Podium Directors Club Cinema.
Dinagyang Festival in January 2025 in Iloilo; (BOTTOOM PHOTO) AB Leisure Exponent Inc. president Rafael Jasper Vicencio, Digiplus chairman of the board Eusebio Tanco, Digiplus president Andy Tsui during the Pinoy Drop Ball launch.
A win-win situation
The PAGCOR-licensed brand also established the BingoPlus Foundation in 2024, which aims to “#MultiplyTheGood” through advocacies on technology, education, accessible healthcare, community resilience and responsible gaming.
The foundation’s FutureSmart and GameSmart programs are largely tech-driven, as it recognizes the impact of digital advancement on business and in the Filipino way of life. To date, around 5,350 students, teachers and persons with disabilities have received IT scholarships, coding and programming training and educational mobile devices from these programs.
Its KalusuganPLUS initiative, on the other hand, has completed medical missions, provided medical equipment grants and given donations to clean water filtration and sanitation facilities for the benefit of over 30,000 Filipinos. It is currently constructing a PLUS Center to provide free physical therapy and sports rehabilitation for beneficiaries in Cebu.
KabuhayanPLUS, on the other hand, underscores the brand’s local store community presence by bridging healthcare and resilience efforts at the grassroots level. Through this, the foundation has reportedly served more than 82,000 Filipinos through its disaster preparedness programs, and the immediate distribution of relief goods and financial aid for livelihood recovery, as well as livelihood training.
“Just recently, Typhoon Kristine hit us hard and while we acted on sending immediate relief, even until now, our financial assistance is ongoing. Kahit tapos na ang bagyo [Even after the storm has passed], we continue to help families to recover,” added Vicencio.
The company also held a fundraising activity at the BingoPlus Day Cebu Carnival. Aside from introducing Kim Chiu as its newest endorser, BingoPlus also turned over P10 million worth of donations for the benefit of the typhoon’s victims.
Much like the Pinoy games of old, BingoPlus isn’t only about winning. It’s about bringing people together through entertainment. “It’s about uplifting the Pinoy festive spirit, bringing more smiles and creating memorable experiences for everyone, as we create a long and lasting impact for the good of society,” Vicencio concluded.
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