Sportsbook operated by Joe Asher in Nevada clears initial milestone
In a groundbreaking move for the Nevada gambling scene, Boomer's Sportsbook officially launched operations on August 1, 2025, at The Commercial Casino in Elko. This independent sportsbook, led by Joe Asher, former CEO of William Hill U.S., aims to offer regulated sports betting across the state, with plans to expand to about 10 locations within a year [1][2][3].
Distinguishing itself from other sports betting operators in Nevada, Boomer's Sportsbook is not affiliated with a major casino operator. Asher's strategy revolves around partnering with casinos to provide sports betting that does not compete with their core business. The operation will leverage IGT's PlaySports platform and include retail sportsbooks as well as a planned mobile app exclusively available in Nevada [2].
Asher, a Sports Betting Hall of Famer, received a recommendation from Nevada regulators to launch Boomer's, reinforcing its commitment to state-regulated betting, consistent with Nevada's gambling policies [1][3]. The sportsbook will use IGT technology and customize its own betting app, setting it apart in the competitive Nevada market.
The name Boomer's Sportsbook pays homage to a top 1980s' harness race horse named Boomer Drummond, and Asher's late rescue dog named Boomer. Approximately 30 to 35 new employees will be hired, many of whom will not be part of the casino staff. In-person signup is a key aspect of Boomer's Sportsbook strategy, aiming to ensure capital investments in sportsbooks and lower marketing costs [4].
This in-person signup requirement differentiates the Nevada sports betting industry from other states, where a duopoly between FanDuel and DraftKings has been formed due to the lack of in-person signups. Boomer's Sportsbook, if licensed, will be the only independent sportsbook in Nevada, as every sportsbook in Nevada is currently controlled by a casino operator [5].
New Board Chair Mike Dreitzer expressed confidence in Boomer's Sportsbook's success, while Board member George Assad praised the concept as beneficial for the market, bettors, and Nevada. The Nevada Gaming Control Board has given its approval to Boomer's Sportsbook, and the application will be presented to the Nevada Gaming Commission on July 23 [3].
With satellite operations at Ellis Island Casino and Hotel in Las Vegas and the Casino Valle Verde in Henderson, Boomer's Sportsbook is poised to bring competition to William Hill, currently enjoying a 100% market share in Elko [6]. The arrival of Boomer's Sportsbook will provide customers with an option to shop for prices on games they want to bet, benefiting the market as a whole.
[1] https://www.sportsbettingdime.com/news/boomers-sportsbook-launch-august-2025/ [2] https://www.espn.com/chalk/story/_/id/36871972/ex-william-hill-ceo-joe-asher-launch-independent-nevada-sportsbook [3] https://www.reviewjournal.com/business/casinos-gaming/nevada-gaming-commission-approves-independent-sports-book-boomers/ [4] https://www.gamingtoday.com/news/boomers-sportsbook-to-offer-in-person-signups-and-focus-on-regulated-sports-betting/ [5] https://www.legalsportsreport.com/31251/boomers-sportsbook-independent-launch-nevada-joe-asher/ [6] https://www.reviewjournal.com/business/casinos-gaming/william-hill-is-only-operator-in-elko-with-100-market-share/
- Boomer's Sportsbook, with its unique strategy of partnering with casinos without competing with their core business, is planning to expand its regulated sports betting operations across Nevada, differentiating itself from the duopoly of FanDuel and DraftKings in other states.
- Joe Asher, the Sports Betting Hall of Famer and CEO of Boomer's Sportsbook, aims to leverage IGT's PlaySports platform and customize their own betting app, using in-person signups as a key aspect of their strategy, which sets them apart in the competitive Nevada market.
