A veteran in the sports betting industry, Joe Asher announced plans to launch Nevada’s first non-casino-owned sportsbook, Boomer’s Sportsbook.
The Nevada Independent reported the news, noting Asher’s belief that there is potential for an independent operator in the casino resort-dominated market of Nevada.
“I know there is an appetite from independent casino operators for an independent sports book,” Asher said in an interview. The new venture will operate independently of casinos, but will form partnerships with a variety of smaller casinos. Due to Nevada rules, users are required to register at physical locations before being allowed to use mobile sports betting apps.
Boomer’s To Build Statewide Footprint
An initial partnership has been secured with the Commercial Casino in Elko, which doesn’t have sports betting. Satellite operations will also be in place at Ellis Island near the Strip and Valle Verde Casino in Henderson.
Asher believes not being tied to a casino will allow Boomer’s to “answer only to its customers,” with competitive pricing and rewards. Nick Bogdanovich, formerly of Circa Sports and William Hill, will lead the sportsbooks’ odds and pricing.
“Boomer’s will build a statewide footprint,” Asher said. “In some places, there isn’t much choice for consumers. In Elko, the only sportsbooks are William Hill. It will be good for customers to have another option.”
Asher’s Long History In Sports Betting
Asher previously founded Brandywine Bookmaking in 2008 in Nevada, which expanded to 17 locations across the state before being acquired by William Hill. After the acquisition, Asher became the company’s CEO and continued to lead operations through the landmark PASPA ruling and the acquisition of William Hill US by Caesars.
After leaving his position in 2021, he then served as President of IGT PlaySports until last year. Asher is recruiting former colleagues to work on the new company, including Bodganovich, as well as number two oddsmaker, Adam Pullen, and other executives from William Hill.
“We are putting the band back together with some new pieces, like the Eagles at the Sphere,” Asher said. “The old guys are teaming up with younger folks.”
Boomer’s To Challenge Leading Nevada Sportsbooks
Asher has raised $22 million for startup costs from 14 investors. The company will be looking to compete with the leading sportsbooks in Nevada. Currently, BetMGM is the market leader in the state, with Caesars Sportsbook and William Hill, which is also owned by Caesars, not far behind.
Last year, the state recorded a sports betting handle of $7.9 billion, down from 2023’s $8.2 billion. Despite the drop, sportsbooks were able to generate more revenue at $482.1 million, slightly above the $481.4 million in 2023.
Adam is an experienced writer with years of experience in the gambling industry. He has worked as a content writer and editor for five years on sites such as Oddschecker, CoinTelegraph and Gambling Industry News, bringing excellent knowledge of the world of sports betting and online gambling. Adam focuses on emerging stories in the ever changing landscape of betting in the US. Read the latest on prediction markets, changing legislation, and sweepstakes.
