Boomer’s Sportsbook Launches First Three Locations, Bringing an Independent Alternative to Nevada
Nevada’s sports betting landscape has a new, independent player. Boomer’s Sportsbook, led by industry veteran Joe Asher, has officially opened its first three locations, offering a locally focused, “player-first” alternative to the state’s casino-owned giants.
A Rapid Rollout Across the State
The rollout began on Friday in Elko at The Commercial Casino, where State Assemblyman Bert Gurr placed the first official bet. The expansion continued on August 4 with launches at Ellis Island near the Las Vegas Strip and at Casino Valle Verde in Henderson.
Former Las Vegas Mayor Oscar Goodman placed a ceremonial first wager at Ellis Island, backing the Raiders to win the Super Bowl.
The speed of the launch was a point of pride for Asher, who credited his “scrappy” team and the Nevada Gaming Control Board for their help.
“I’m so incredibly proud of our team for making this happen on the aggressive timeline I set,” Asher said. In a nod to the team’s hands-on approach, he added, “David Grolman put the last coat of paint on the place.”
A 100% Nevada-Focused Vision
The core of Boomer’s strategy is its independence. As the state’s only sportsbook not owned by a casino operator, the company is positioning itself as a unique partner for properties that want a best-in-class sports betting experience without bringing in a direct competitor.
“There’s a lot of interest from casinos looking to do something different,” Asher explained. “They haven’t had a lot of options when it comes to partnering with sportsbooks.” This independence is coupled with a staunchly local focus. “The idea behind Boomer’s is that it’s going to be only a Nevada-focused race and sportsbook. We’re not going to do anything in any other state,” Asher stated.
This independence allows Boomer’s to prioritize what the company calls a “player-first mindset.” This philosophy translates into fair pricing, compelling offers, and a commitment to serving bettors without the conflicting priorities of a larger casino operation.
To back up this pro-bettor approach, Asher has brought in legendary bookmaker Nick Bogdanovich to guide the company’s pricing and risk strategies. Bogdanovich’s deep market knowledge and respected reputation are key to delivering an experience grounded in integrity and expertise.
The first three locations are just the beginning of an aggressive expansion plan. The company aims to open sportsbooks at 10 properties within its first year, a target Asher believes they will easily beat. “I think we’re going to surpass that goal,” he said confidently.
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