Joe Asher is set to launch a challenge against the mainstream industry, as the public face of the new Boomer’s Sportsbook.
The 57-year-old believes there is space and scope within the market for a challenger brand, and he intends to fill the void.
It is anticipated that Nevada’s only independent sportsbook will launch in time for the start of the fall football season, with the experienced gambling industry figure primed for the opportunity.
As reported by the Nevada Independent, Asher stated that: “I know there is an appetite from independent casino operators for an independent sports book.”
Boomer’s Sportsbook, named after one of the family’s favorite dogs, would become the Silver State’s first sports betting venture not to be owned by a casino, which Joe Asher believes can be a major advantage.
He aims to sell the venture to smaller casino venues by promoting the virtues of corporate betting giants not managing the sportsbook and having access to their customers.
His pitch to Nevada bettors could include enhanced odds and game markets compared to the big boys.
The state’s regulators will hear Boomer’s Sportsbook’s license application next month.
Boomer's Sportsbook* is coming soon!
Nevada’s newest sportsbook. Built by locals, driven by independence, and powered by a player-first mindset.
Boomer’s will be available as a mobile app & inside casinos in Las Vegas and Elko.
Link in bio*Subject to regulatory approval pic.twitter.com/6nLB9GkS6L
— Boomer’s Sportsbook (@betwithboomer) June 25, 2025
Boomer’s wants to deliver a ‘compelling sports betting product’
If it gets the go-ahead, the fledgling operator will commence its journey with a primary retail outlet at the Commercial Casino in Elko, which currently has no sportsbook provision.
Further supplementary outlets will be opened at the Ellis Island resort in Las Vegas and the Valle Verde Casino in Henderson.
Both of the above venues, owned by the Ellis family, will satisfy the state requirement for in-person registrations for mobile sportsbook accounts.
Joe Asher believes his new betting company can leverage its independent status to create a “compelling sports betting product” capable of statewide expansion with like-minded casino operators.
The local sports betting scene in Nevada is impacted by the in-person registration rules, which have largely kept the likes of DraftKings and FanDuel at arm’s length.
Instead, corporate collaboration means two of the biggest players are BetMGM, a joint enterprise between MGM Resorts International and the UK-based Entain group. The other major operator in the state is Caesars Sportsbook, covering the Caesars Entertainment-owned resort and the related William Hill sports betting locations.
Several local casinos also have a sportsbook offering, but Boomer’s aims to make a difference, providing more choice to Nevada punters.
Image credit: Boomer’s
