NSN NEVADA SPORTSNET
By: Shannon Kelly
Boomer’s Sportsbook is booming across the Silver State after launching last summer.
Boomer’s Sportsbook CEO and founder, Joe Asher, has been a trailblazer in the sports-betting industry after almost two decades in the business. He founded Brandywine Bookmaking in 2008 and later served as the CEO of William Hill’s United States branch until 2021. After seeking other ventures, he dove back into the gaming industry and founded Boomer’s Sportsbook last August with its first location at The Commercial in Elko.
In less than a year, Boomer’s Sportsbook has taken off statewide with almost a dozen locations while being Nevada’s only independent sportsbook. The Boomer’s name originates from Asher’s family dog who passed away around the time he envisioned starting up his own sports-betting business in November 2024.
“It is a statewide affair, and it’s a specific to Nevada business,” Asher said. “We’re not doing any business anywhere else outside of Nevada. In Nevada, in order to get a mobile betting account, you have to physically go in person to the casino to register and get your account. Once you have the account, you don’t have to go back. You can bet anywhere in the state on the mobile app and, of course, when you go into the sportsbook, you can also bet there and watch the game and so forth. But it’s this in-person sign-up requirement that the opportunity for someone to build out a statewide network of sportsbooks.”
Six of Boomer’s 11 locations are in Northern Nevada, with books at Casino Fandango in Carson City, Bonanza Casino in Reno, Grand Lodge Casino in Incline Village, Stockman’s Casino in Fallon and its newest location that opened earlier this week, Sierra Sid’s Casino in Sparks. Boomers has four locations in Southern Nevada and a location in Tonopah at the Mizpah Club.
“One of the key things about it is we tell folks to check the price before they bet,” Asher said. “We’ve decided to, in effect, offer a lower-cost product to consumers. When you bet a parlay, for instance with us, most of the time you’re gonna get a higher payout if you win than if you bet with the competition.
“I thought if we offer people a fair bet, a great product and personalized attention, we’d have a shot to differentiate ourselves.”
