Joe Asher launches Boomer’s Sportsbook, Nevada’s first independent sports betting operation
Former William Hill CEO aims to challenge corporate giants with new venture targeting fall football season launch
Joe Asher, the 57-year-old former CEO of William Hill U.S., is launching Boomer’s Sportsbook—Nevada’s first sports betting operation not owned by a casino company. The venture aims to launch by the start of fall football season, pending regulatory approval in July.
Independent approach to Nevada sports betting
“I know there is an appetite from independent casino operators for an independent sports book,” Asher told The Nevada Independent. His pitch focuses on providing smaller casinos with a sportsbook partner that won’t compete for their customers, unlike major casino corporations.
For bettors, Boomer’s plans to offer enhanced odds and different betting lines compared to corporate-owned sportsbooks, leveraging its independence to provide more competitive pricing.
Strategic locations
Boomer’s will operate its primary retail sportsbook at the Commercial Casino in Elko, which currently has no sportsbook. Satellite operations will launch at Ellis Island near the Strip and Valle Verde Casino in Henderson. These Las Vegas Valley locations, owned by the Ellis family, will satisfy Nevada’s requirement for in-person registration for mobile sports betting accounts.
Experienced team and backing
Asher brings substantial industry experience, having previously founded Brandywine Bookmaking in 2008 before it was acquired by William Hill. He’s recruiting former colleagues including veteran bookmaker Nick Bogdanovich and oddsmaker Adam Pullen.
The startup has raised $22 million from 14 investors and will use IGT’s technology platform for operations. The sportsbook is named after one of the Asher family’s favorite dogs.
Market opportunity
Nevada recorded $7.9 billion in sports betting handle last year. The market is currently dominated by BetMGM and Caesars Sportsbook, with Boyd Gaming and Red Rock Resorts serving the locals market. Boomer’s aims to provide additional choice, particularly in underserved areas like Elko where William Hill is currently the only option.
State gaming regulators will consider the license application next month, positioning Boomer’s to potentially become Nevada’s first successful independent sportsbook challenger to the corporate giants.
Image Source: https://thenevadaindependent.com/article/after-sitting-on-the-sidelines-joe-asher-to-launch-independent-sportsbook-in-nevada
Category: Business
Subcategory: Entrepreneurship
Date: 06/27/2025
