Joe Asher Launches Independent Boomer’s Sportsbook in Nevada
June 25, 2025 — Las Vegas, NV
Las Vegas sportsbook veteran Joe Asher is back in the game with Boomer’s Sportsbook, a new venture promising a player-focused approach to sports betting in Nevada. Set to launch by the upcoming football season, Boomer’s marks the state’s first independently owned sportsbook, diverging from the traditional casino affiliations dominating the market.
Asher, previously CEO of William Hill U.S., announced the impending launch on LinkedIn, aiming for a July licensing approval. The flagship location will be at Commercial Casino in Elko, providing the area with its first sportsbook. Additional satellite shops are planned at Ellis Island Casino on the Vegas Strip and at Henderson’s Valle Verde Casino, where customers can register for online betting.
Nick Bogdanovich, a seasoned bookmaker formerly with Circa Sports, will lead Boomer’s pricing and odds strategy. The sportsbook’s ethos is rooted in independence, which Asher believes enables it to prioritize fair pricing, enticing promotions, and customer service—a stark contrast to larger operators like Caesars and BetMGM.
Named after Asher’s loyal dog, Boomer’s aims to provide an authentic betting experience focused on “Nevada-focused” sports. Asher’s vision for Boomer’s stems from his extensive industry background, which includes stints managing Brandywine Bookmaking and leading William Hill before his recent role with IGT.
Asher is confident that the Downtown and Elko areas will embrace this independent sportsbook, promising “genuine rewards and bonuses” for bettors. As competition heats up with the entry of major players, Boomer’s Sportsbook stands poised to carve out a unique niche in Nevada’s bustling betting landscape.
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