Joe Asher Launches Boomer’s Sportsbook in Nevada

A New Player in Nevada’s Betting Scene

Named after his loyal dog, Boomer’s aims to disrupt the state’s corporate-dominated betting market by prioritizing fair pricing, generous promotions, and a player-first mindset.

With a target launch before the fall football season and a potential license approval in July, Asher’s venture is poised to offer bettors a fresh alternative in a state where sports wagering hit $8.7 billion in 2024.

Asher, who announced his return on LinkedIn with a spirited “I’m back in action,” is leveraging his three decades of experience to build a statewide network.

The main retail location will open at Commercial Casino in Elko, marking the area’s first sportsbook, with satellite spots at Ellis Island Casino near the Las Vegas Strip and Valle Verde Casino in Henderson for in-person mobile betting registrations. “In some places, there isn’t much choice for consumers. In Elko, the only sportsbooks are William Hill,” Asher told The Nevada Independent. “It will be good for customers to have another option.”

A Team Built for Success

Asher is assembling a powerhouse team, reuniting veterans from his Brandywine Bookmaking and William Hill days, including top oddsmaker Nick Bogdanovich, formerly of Circa Sports, and deputy Adam Pullen.

“We are putting the band back together with some new pieces, like the Eagles at the Sphere,” Asher quipped, likening the effort to the iconic rock band’s reunion.

The operation will use International Game Technology’s (IGT) PlaySports platform, where Asher served as president from 2021 to 2024, ensuring a robust technological backbone.

Funding for Boomer’s comes from Asher’s personal investment, original Brandywine backers, and industry heavyweights, with a March 2025 SEC filing revealing over $22 million raised from 14 minority investors. Support from figures like Gary Ellis of Ellis Gaming and Dave Zornes of Commercial Casino underscores the project’s credibility.

“Gary Ellis has been a great supporter, as has Dave Zornes,” Asher noted, emphasizing the appeal of an independent operator for smaller casinos wary of corporate giants like BetMGM and Caesars.

Challenging the Giants

Nevada’s sports betting market, led by BetMGM and Caesars’ William Hill, is a tough arena, but Asher sees opportunity in its in-person registration requirement, which has kept national players like DraftKings and FanDuel at bay.

Boomer’s independence allows it to offer unique betting lines and promotions, appealing to bettors seeking better odds or a half-point edge.

“Unlike many operators tied to casino groups, Boomer’s is a true independent operator, answering only to its customers,” the company stated on LinkedIn, promising “genuine rewards and bonuses.”

Asher’s track record adds weight to the venture. From launching Brandywine Bookmaking in 2007, which ran Lucky’s Race and Sports Book across 17 Nevada casinos, to leading William Hill U.S. until its $4 billion sale to Caesars in 2021, he’s been a driving force in legalizing and expanding sports betting nationwide.

His role in securing Nevada’s first mobile betting devices in 2006 and his stint as IGT’s sports betting president highlight his expertise. Despite a brief detour as chairman of the Woodrow Wilson Center, appointed by President Joe Biden and later removed by President Donald Trump, Asher’s heart remains in betting.