A sportsbook that will have a “dream team” of bookmakers and other staff working behind the scenes is getting closer to opening its physical and digital doors in the Silver State.
- Nevada regulators conditionally approved Boomer’s Sportsbook, an independent operation led by industry veteran Joe Asher that aims to be the state's only non-casino-controlled sportsbook.
- Boomer’s is eyeing a launch in early August at multiple locations including Ellis Island in Las Vegas, with aspirations to provide both in-person and mobile betting options.
- The venture includes a “dream team” of expert bookmakers and staff, such as Hall of Famer Nick Bogdanovich, and will focus exclusively on the Nevada market with competitive pricing and higher limits to attract serious bettors.
The Nevada Gaming Control Board (NGCB) met on Wednesday and conditionally approved a series of applications filed for Boomer’s Sportsbook, a start-up bookmaking business headed by former William Hill US and IGT executive Joe Asher.
Those applications will now head to the Nevada Gaming Commission for further scrutiny and possible approval.
“We’re getting closer,” Asher wrote on LinkedIn on Thursday.
The longtime gambling industry executive told the NGCB that if Boomer’s is granted a license, it will become “Nevada's only independent sportsbook,” as every other one in the state is controlled by a casino operator.
Boomer's Sportsbook* is coming soon!
— Boomer’s Sportsbook (@betwithboomer) June 25, 2025
Nevada’s newest sportsbook. Built by locals, driven by independence, and powered by a player-first mindset.
Boomer’s will be available as a mobile app & inside casinos in Las Vegas and Elko.
Link in bio
*Subject to regulatory approval pic.twitter.com/6nLB9GkS6L
Asher’s plans for Boomer’s (named after a dog that was named after a top harness-racing horse) include setting up shop with racebooks and sportsbooks inside casinos.
To start – and Boomer’s could launch as early as the first week of August, pending the regulatory process – those casinos will be the Commercial Casino in Elko (which isn’t an active casino at the moment but will house a retail book), Ellis Island in Las Vegas, and Casino Valle Verde in Henderson.
Asher added that they are near to filing another sportsbook application and are in “active discussions” with other casinos to operate sportsbooks there. A year from now, he said, Boomer’s is hopeful for around 10 Nevada sports betting locations.
“We think there is room in the market for an independent operator … someone casinos can partner with for sports betting, but who is not a competitor to their core business,” Asher said during the regulator’s meeting on Wednesday.
Slim not-so-fast
There is still some competition in the state, albeit not from the likes of DraftKings or FanDuel, the two largest U.S. sports betting operators. Asher called William Hill the “800-pound gorilla” in Nevada, which he suggested would be just fine with a little rivalry.
“We'd like to put them on a diet, maybe get them down to 700 pounds or 600 pounds, but they're going to be just fine, and we think we can carve out enough for ourselves,” Asher said.
Asher also promised a “full menu” for bettors, who could also sign up for their mobile wagering app at the retail locations (a requirement for online sportsbooks in the state). Boomer’s will use IGT’s technology for its back-end operations, he said.
Solely Silver State
While Asher didn’t divulge too many specifics about Boomer’s plan to stand out from the crowd, the details he did provide suggest an old-school-type of bookmaking experience, with higher limits for major sports such as the NFL.
“We are very much aware that Nevada is a mature market for sports betting, and almost everyone who wants a mobile app already has at least one,” Asher said. “We will work with our casino partners to market our brand, the retail sportsbooks, and our app. We plan to have an attractive sign-up offer to entice customers to give Boomer's a try and a product they will want to keep on their phone with attractive pricing as a core component.”
The “attractive pricing” Asher mentioned will rely a good bit on the bookmakers who are joining him in the new business. The staff being assembled for Boomer’s was referred to as a “dream team” by board members on Wednesday and includes literal Hall of Fame bookmaker Nick Bogdanovich, who was most recently at Circa Sports.
“It is also worth noting that our plan is for Boomer’s to be 100% Nevada-focused,” Asher said. “We do not intend to operate in other states, and, in fact, have already turned down opportunities elsewhere.”
