Gambling Industry News
Written by: Jim Munro
Boomer’s Sportsbook has been given the green light to operate in Nevada from the beginning of August.
Nevada’s Gaming Commission unanimously approved Boomer’s application to launch retail locations in Elko, Las Vegas and Henderson as well as a mobile sports betting app, in time for the new NFL season which gets underway on September 4.
The independent bookmaker is run by longtime industry veteran Joe Asher.
Who is Boomer CEO Joe Asher?
Asher founded Brandywine Bookmaking in 2008 before selling it to British bookmaker William Hill in 2012 for a reported $14.25 million.
He became CEO of the newly created William Hill US until it was bought out by Caesars in 2021 and from there Asher became president of Sports Betting for International Gaming Technology until 2024.
Speaking at last Thursday’s hearing, Asher said he believed the new sportsbook could complement the services of casinos in Nevada.
“We think there is room in the market for an independent operator, as William Hill was before it was acquired by Caesars, someone casinos can partner with for sports betting, but who is not a competitor to their core business,” Asher said.
Boomer’s Official Launch Set For August 1
The company CEO posted the news on his personal LinkedIn page, saying: “We were licensed by the Nevada Gaming Commission today.
“Opening for business August 1 in Elko at the old Commercial Casino & August 4 at Ellis Island in Las Vegas and Casino Valle Verde in Henderson.
“It’s been a lot of work to get to this stage but I’m looking forward to……
