Independent sportsbook owned by Joe Asher clears initial challenge in Nevada
Boomer's Sportsbook, an independent sports betting operator led by industry veteran Joe Asher, has received full approval from the Nevada Gaming Commission to launch its operations in the state. The sportsbook, which is set to open on August 1, 2025, at the Commercial Casino site in Elko, will offer customers an alternative for betting and provide competition to the current market leader, William Hill.
Boomer’s Sportsbook is unique in Nevada as it is positioned as the only independent sportsbook in the state, distinct from those operated by major casino companies. Joe Asher emphasized that Boomer’s will be "Nevada’s only independent sportsbook," indicating it does not compete with casinos’ core gaming businesses but instead offers a partner model focused exclusively on sports betting.
The operation aims to expand to about ten locations across the state within a year, with satellite sportsbooks planned at Ellis Island Casino and Hotel in Las Vegas and the Casino Valle Verde in Henderson beginning August 4, 2025. Asher plans to have 30 to 35 employees outside of casino staff.
Boomer’s Sportsbook will utilize IGT technology and is working with IGT to improve customer experience. The sportsbook will have its own customized betting app, providing digital access to sports betting statewide while maintaining in-person account registration at retail locations, as mandated by Nevada law.
Nick Bogdanovich, a well-known bookmaker in Las Vegas, will serve as head of trading and set the lines for Boomer's Sportsbook. The sportsbook name originated from a top 1980s' harness race horse named Boomer Drummond and a rescue dog named Boomer who died in November.
George Assad, a Board member, praises Asher's team and the concept of a new sportsbook. Mike Dreitzer, the new Board Chair, supports the effort and expresses confidence in Asher's team's success.
Boomer's Sportsbook will initially focus on Nevada, turning down opportunities to operate in other states. Asher plans to offer a full menu of sports wagering at three initial locations and discusses expansion with other sportsbooks. Joe Asher, a Sports betting Hall of Famer, received a recommendation from Nevada regulators to launch an independent race and sportsbook named Boomer's.
William Hill currently enjoys a 100% market share in Elko, Nevada. With the launch of Boomer's Sportsbook, competition in the market is expected to heat up, offering customers more choices and potentially lower prices.
Sources: [1] https://www.reviewjournal.com/business/casinos-gaming/new-sportsbook-boomers-to-open-in-elko-2334683/ [2] https://www.reviewjournal.com/business/casinos-gaming/new-sportsbook-boomers-to-open-in-elko-2334683/ [4] https://www.reviewjournal.com/business/casinos-gaming/new-sportsbook-boomers-to-open-in-elko-2334683/
Boomer's Sportsbook, with a unique independent status, will extend beyond the new location at Commercial Casino in Elko, venturing into other Nevada sites like Ellis Island Casino and Hotel in Las Vegas and Casino Valle Verde in Henderson. Meanwhile, the sportsbook aims to cater to sports fans through its customized betting app, offering digital access to sports betting statewide.
Asher, the sports betting Hall of Famer leading Boomer's Sportsbook, has ambitious plans to offer a diverse range of sports wagering, appealing to customers seeking alternatives to the current market leader, William Hill. This potential competition in the market is likely to foster more choices for customers and potentially lead to lower prices.
