Boomer's Sportsbook Turns One With 18 Nevada Locations on Deck

A Faster Start Than Anyone Expected

Boomer’s Sportsbook turned one year old on Saturday, August 1, and Nevada’s only independent sportsbook is marking the occasion with some serious momentum. When CEO Joe Asher launched the operation at the Commercial Casino in Elko on August 1, 2025, and at Ellis Island Casino Hotel just off the Las Vegas Strip a few days later, he set a modest public benchmark: 10 casinos within a year, and 25 to 30 over the longer haul. He blew past that first target.

The Nevada Gaming Commission approved Boomer’s 15th and 16th locations in July. This Wednesday, Asher goes before the Nevada Gaming Control Board seeking a recommendation to add two more: the Four Queens Hotel and Casino and Binion’s Gambling Hall and Hotel in downtown Las Vegas. If the Gaming Commission signs off later this month, that would push the total to 18 approved locations, all in time for football season.

“I feel pretty good about where we are,” Asher said, as reported by CDC Gaming. “It’s gone pretty well, but we have a long way to go. For football season, we’ll have 18 sportsbooks open.”

Downtown Las Vegas and the William Hill Hand-Off

The two downtown locations are not just symbolic additions. Asher said there have been substantial requests from people wanting to sign up for the Boomer’s mobile app and make deposits in that part of the city. Boomer’s plans to take over for William Hill at both properties at the end of August, with a September 1 target opening date.

That William Hill connection is actually central to Boomer’s longer runway. Asher told CDC Gaming that more casinos are expected to come on board next year as their current agreements with William Hill expire. Three additional signed deals are already queued up for regulatory approval this fall, two in northern Nevada and one in central Nevada. Beyond those, Asher said more are in the pipeline.

“We’re hustling,” he said. “We’re constantly chasing people and letting them hear our pitch.”

Markets where Boomer’s hasn’t yet set up shop include Pahrump, Laughlin, Wendover, Mesquite, and Ely. Asher said all of them are on the radar. He also mentioned having conversations with some of the biggest properties in the state, though he acknowledged those operators are taking a wait-and-see approach.

The Nevada Resident Play

Boomer’s business model sets it apart from most sportsbook operators in a state lousy with options. Rather than chasing tourists, Asher is squarely targeting Nevada residents. That focus shapes everything from the retail footprint strategy to customer outreach.

“Most people already have at least one sports betting app, so we’ve got to make it worth their while to sign up for the Boomer’s app,” Asher said. The pitch is a lower-cost product, and Asher said the retention numbers back up the approach. Once customers sign up, he said, they tend to stick around and express satisfaction with the product.

The catch is getting them in the door in the first place. Boomer’s requires customers to visit a physical retail location to register, which means every new casino partner directly expands the pool of potential sign-ups. “Having more locations is critical to that,” Asher said, “because you make it that much easier to go sign up.”

Boomer’s has been running billboards, radio ads, and social media to raise awareness, and Asher said plenty of people in Nevada have heard the name. Converting that awareness into registered users is the ongoing work. The downtown Las Vegas push, right at the doorstep of football season, is a calculated bet that more accessible retail locations will finally get those curious potential customers off the sideline.