New sportsbook operator Boomer’s set to launch in Nevada pending final approval

Boomer’s Sportsbook is preparing to enter the Nevada market after receiving a recommendation for licensure from the Nevada Gaming Control Board. The brand is set to expand the state's sports betting landscape with a new entrant that describes its offerings as "built by locals, driven by independence and powered by a player-first mindset."

The company plans to open a retail sportsbook at the Commercial Casino in Elko, two satellite locations at Ellis Island Hotel-Casino in Las Vegas and Casino Valle Verde in Henderson, and a mobile betting app, the Las Vegas Review-Journal reported.

Boomer’s is led by Joe Asher, former CEO of William Hill U.S. and head of sports betting at IGT. He said the sportsbook will operate only in Nevada and will focus solely on sports betting.

"We think there is room in the market for an independent operator, as William Hill was before it was acquired by Caesars (Entertainment in 2021) — someone casinos can partner with for sports betting that is not a competitor to their core business,” Asher told the Gaming Control Board.

The final decision on licensure now rests with the Nevada Gaming Commission, which is expected to consider Boomer’s application at its next meeting. If approved, Asher said he aims to open the Elko location by August 1, followed shortly by the Las Vegas and Henderson sportsbooks. 

Asher said the company aims to open around 10 locations within a year and is in talks with additional partners. “We know that we have a lot of work to do, but I feel good about where we are and look forward to getting Boomer’s open for business,” the executive added.

The leadership team includes Dave Grolman as senior vice president of sportsbook and customer support operations, Nick Bogdanovich as head of trading, and former Gaming Control Board chair A.G. Burnett as head of compliance.

Boomer’s will run on IGT’s PlaySports platform and lease space at the currently inactive Commercial Casino. Asher also said the company may consider offering pari-mutuel wagering in the future, depending on how recent legislative changes affect the market.