Joe Asher’s Boomer’s Sportsbook to Launch as Nevada’s Only Independent Operator

A Return to Independent Operations

Boomer’s Sportsbook will debut at The Commercial Casino in Elko, with additional locations at Ellis Island near the Las Vegas Strip and Casino Valle Verde in Henderson opening a few days later.

A statewide mobile app, powered by IGT, will also be available, though it will require in-person registration at one of the physical locations.

Asher, a Gambling Hall of Famer and former CEO of William Hill U.S., sees a clear opening in the market for a standalone operator. “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,” he said.

An All-Star Team of Betting Veterans

Asher has assembled what he calls “without question, the most talented team ever assembled for a venture like this in the state of Nevada.” The leadership team is stacked with experienced operators, many of whom are former William Hill and Circa Sports executives.

Key figures include Nick Bogdanovich, a Sports Betting Hall of Fame inductee, who will serve as the head of trading, and Dave Grolman, who will be the senior vice president of sportsbook and customer support operations. A.G. Burnett, a former chairman of the Nevada Gaming Control Board, will lead the company’s compliance committee.

Asher’s return comes with a strong pro-regulation message. He has been a vocal opponent of unregulated prediction markets and has consistently argued that all forms of gambling should be regulated at the state level. “Any sort of unregulated gambling I think is antithetical to the public interest, and I’m strongly opposed to it,” he stated.

His position aligns with Nevada’s strict regulatory environment. Asher is a firm supporter of the state’s in-person registration requirement for mobile betting accounts, a policy that directly benefits his business model. “It applies to my business. It wouldn’t exist except for the in-person sign up requirement. There would be no point in doing it,” he said.