Joe Asher is gearing up to launch Boomer’s Sportsbook, marking a significant milestone in Nevada’s sports betting landscape as it becomes the state’s first non-casino-owned operation.
Set to debut in time for the start of the fall football season, Boomer’s aims to cater to the unique demands of independent sports bettors and casino operators alike.
Asher, a veteran with nearly three decades of experience in the sports betting industry, previously played a significant role in expanding legalized sports betting on a nationwide scale. Now, he is setting out to challenge the corporate giants that dominate the field.
In an interview, Asher expressed, “I know there is an appetite from independent casino operators for an independent sportsbook.”
His proposition to smaller casinos highlights the advantage of having an independent operator, as it mitigates the risk of corporate gaming giants potentially competing for customers within their properties. This model offers sports bettors the chance to access different betting lines and better odds than those typically seen at corporate-run sportsbooks.
The Nevada Gaming Commission is expected to review Boomer’s license application in July, which adds an air of anticipation to the project. Asher aims to start modestly, drawing parallels to his previous venture with Brandywine Bookmaking, which he established in Las Vegas in 2008.
Brandywine operated over a dozen sportsbooks under the Lucky’s Race & Sports brand before being acquired by William Hill in 2012, a company Asher led as CEO until 2021 when it was purchased by Caesars Entertainment.
For Boomer’s initial rollout, a primary retail sportsbook is set to be established at Commercial Casino in Elko, where sports betting is currently nonexistent. Additional satellite operations will open at Ellis Island near the Las Vegas Strip and Valle Verde Casino in Henderson.
These locations, previously known for housing William Hill sportsbooks, are under the ownership of the Ellis family, making them ideal choices for catering to Southern Nevada’s sports betting market.
Asher commented on the support he’s received, stating, “Gary Ellis has been a great supporter, as has Dave Zornes from Commercial Casino.”
Boomer’s independence from a casino operator means it can cultivate a statewide network of partnerships with various casinos, all while striving to create a compelling sports betting experience for consumers.
Unlike other states, Nevada’s sports betting market is heavily influenced by corporate entities, with prominent names such as BetMGM and Caesars Sportsbook dominating the scene. These books operate primarily in association with their respective parent companies, limiting diversification in betting options for users.
Asher’s vision for Boomer’s is to fill a gap left by the corporate sportsbooks. According to statistics from Eilers & Krejcik Gaming, BetMGM and Caesars Sportsbook are the leading providers in Nevada, leaving some areas with minimal consumer choices.
In places like Elko, where William Hill is the only sportsbook option, Asher sees an opportunity to provide a viable alternative, saying, “It will be good for customers to have another option.”
The team that supports Boomer’s will comprise former members of Asher’s previous operations, including Nick Bogdanovich, Boomer’s head oddsmaker, and Adam Pullen, the second oddsmaker. They will be joined by new talent sourced from William Hill and other sports betting firms.
Describing the assembly of the team, Asher said, “We are putting the band back together with some new pieces, like the Eagles at the Sphere.”
Although Asher is funding the startup with his own money, specific details about initial costs were not disclosed. He did mention that several original Brandywine investors would be involved, along with other notable figures in the gaming industry.
By March 2025, the business had successfully raised more than $22 million from 14 minority investors, according to a filing with the Securities and Exchange Commission.
Asher’s career began in the world of sports betting after moving to Nevada in 2006, where he worked to lobby for legislative changes aimed at the introduction of mobile sports betting. His contributions helped steer the conversation, leading up to the groundbreaking Supreme Court decision in May 2018, which allowed states to legalize sports betting.
In 2021, he transitioned to International Game Technology (IGT), serving two years as president of sports betting. During this time, he facilitated the deployment of IGT’s wagering platforms and management systems across various states and countries, a foundation he plans to build upon for Boomer’s.
In addition to his business endeavors, Asher was appointed by President Joe Biden to a six-year term as chairman of the Woodrow Wilson International Center for Scholars. However, he was later removed from the post by President Donald Trump, reflecting the often tumultuous nature of political appointments.
Recently, Asher acquired a 4 percent stake in Stockman’s Casino in Fallon, which was purchased in March by Clarity Game
, owned by gaming executives David Ross and Michael Gaughan III.
Asher’s past with Brandywine and William Hill has established him as a central figure in the sports betting world, aligning with the growing acceptance and interest in legalized sports betting throughout the United States.
In a contrasting narrative, the ongoing struggles of Las Vegas Sands Corp. to legalize casinos in Texas were highlighted in an article by Texas Monthly. The company’s latest lobbying efforts during the recent legislative session fell flat once again, following a long history of unsuccessful attempts since 2007.
Criticism in the article focused on the company’s aggressive lobbying strategies, which included substantial financial contributions and television advertisements aimed at influencing lawmakers and public opinion.
Additionally, the article scrutinized the recent acquisition of a controlling stake in the Dallas Mavericks by Sands’ largest shareholder, Miriam Adelson, and her son-in-law, leading to public backlash due to regrettable trades involving star players.
The Las Vegas sports scene is certainly multifaceted, with the Las Vegas locals market reporting resilience despite challenges faced by the Las Vegas Strip, according to CBRE Equity Research gaming analyst John DeCree.
DeCree noted that neighborhood casinos operated by Red Rock Resorts are thriving while addressing population growth and reduced market saturation following the lingering impact of the pandemic.
As the industry continues to evolve, Boomer’s Sportsbook under Joe Asher’s leadership represents a promising departure from corporate dominance, setting the stage for exciting developments in Nevada’s vibrant sports betting environment.
image source from：thenevadaindependent
