Joe Asher’s Boomer’s Sportsbook opens at Ellis Island Casino in Las Vegas

Boomer’s Sportsbook officially opened Monday at Ellis Island Casino, becoming Nevada’s newest sportsbook as part of a $35 million renovation of the off-Strip property.

The launch was marked by a ribbon-cutting ceremony with Boomer’s CEO Joe Asher, Ellis Island owner Gary Ellis, Las Vegas Mayor Shelley Berkley, and former Mayor Oscar Goodman, who placed the first bets — on the Las Vegas Raiders to win the Super Bowl and the San Diego Padres to win the World Series, the Las Vegas Review-Journal reported.

Boomer’s launched last week in Elko at the Commercial Casino. A third location is set to open at Casino Valle Verde in Henderson, also owned by Ellis.

The sportsbook runs on IGT’s PlaySports platform. Boomer’s is available only in Nevada, and a mobile app is live for iOS and Android. In-person registration is required under state regulations.

Asher, former CEO of William Hill U.S. and former president of sports betting at IGT, says success hinges on local performance. “The future of this business is going to be heavily dependent on what happens here in Las Vegas,” he said.

In addition to Asher, the Boomer’s team includes Dave Grolman (SVP of sportsbook operations), Nick Bogdanovich (head of trading), and A.G. Burnett (former Nevada Gaming Control Board chair, now leading compliance).

Ellis said adding Boomer’s is part of his plan to drive traffic to his casinos. “Being in the sportsbook business with Joe Asher is like being in the football business with the Kansas City Chiefs,” said Ellis. Ellis Island is currently undergoing a full renovation and expansion.

Asher aims to open 10 Nevada locations within a year. A $250 deposit match is currently offered to drive sign-ups. “I’m a sports bettor and I know what matters to sports bettors,” he said. “All we need is people to give us a shot, and we’ll try to earn your business.”

He explained that Nevada’s requirement for in-person mobile account registration gives Boomer’s a unique edge. In states where online signups are allowed, marketing dollars dominate customer acquisition. But in Nevada, sportsbooks find an opportunity for localized, in-person strategies.

“We think there’s a real business opportunity to get people to come here or go over to Casino Valle Verde or a number of other places around the state to sign up for the mobile app,” Asher said, as per CDC Gaming. “So much of the business in the locals’ market is mobile. The requirement to sign up in person gives us the opportunity to build up a network of books where you can sign up, deposit, and withdraw.”

Boomer’s first marketing campaign offers new users up to $250 in free bonus bets, matching deposits dollar-for-dollar. Billboards in Elko and promotions near Ellis Island and Casino Valle Verde will drive traffic. He also hinted at a football-focused promotion coming ahead of the season to drive even more signups.

Ellis said Asher was the reason he switched from William Hill to Boomer’s. “I have known him for many years. He’s a class act and as knowledgeable as anyone in the business,” he said. “I love the guy. He’s the real deal. When Joe said he was starting this venture, I told him I was in.”