DigiPlus, the Philippines iGaming operator behind BingoPlus and ArenaPlus, has secured a partnership with boxing legend Manny Pacquiao to launch a suite of branded digital games targeting the domestic Filipino market. The deal marks a strategic shift towards celebrity-endorsed localised content in Southeast Asian gaming.

The collaboration centres on a nine-game portfolio themed around Pacquiao’s boxing career and public persona. Flagship titles include Super Ace Pacquiao, Pacquiao Fortune and Fortune Gems Pacquiao, each built to reflect what DigiPlus calls the fighter’s “achievements and indomitable fighting spirit”.

Brand Integration Beyond Gaming

Pacquiao’s involvement goes well beyond game branding. He’ll serve as the public face of DigiPlus’ sportsbook platform and its card and table game tournament offerings, handing the operator substantial celebrity marketing power in a highly competitive regional market.

The partnership also brings in MannyPay, a Pacquiao-branded payment platform licensed by the Central Bank of the Philippines. DigiPlus becomes the first official gaming partner for the payment service. That creates a vertically integrated setup linking gameplay, branding and financial transactions.

Cultural Cachet Meets Commercial Strategy

Pacquiao remains a towering figure in Filipino popular culture. The only eight-division world champion in boxing history, he served in the Philippine Senate from 2016 to 2022 before an unsuccessful presidential campaign in 2023. His brand recognition in the Philippines remains extraordinarily high. For operators trying to stand out in a crowded market, he’s a serious commercial asset.

DigiPlus Chairman Eusebio Tanco framed the partnership as combining “the legendary story of our boxing hero with robust technological infrastructure” to deliver what he called “an innovative, secure and truly local experience”. The emphasis on localisation reflects broader industry trends towards culturally specific content in Asian markets, where generic Western-style games often underperform against tailored alternatives.

“This partnership with DigiPlus is special because it was created with our countrymen in mind,” Pacquiao said in a statement. “Whether it is through the games that tell my story or handling payments with MannyPay, we are showing the world what Filipinos are capable of.”

The deal puts DigiPlus in position to use both Pacquiao’s name recognition and the structural advantages of payment integration as it competes for market share in the Philippines’ rapidly expanding digital gaming sector.

What the team thinks

Sheena McAllister says:

While celebrity partnerships certainly drive engagement in mature markets, the regulatory considerations for branded gambling content in the Philippines warrant close attention, particularly around responsible gambling messaging and endorsement compliance. The PAGCOR framework has specific requirements for celebrity associations that DigiPlus will need to navigate carefully, especially given Pacquiao’s massive cultural influence and appeal across all age groups. This could become a test case for how Southeast Asian regulators approach celebrity branded gaming products moving forward.