In a recent discussion, we connected with Joe Asher, a seasoned executive in the sports betting arena, to explore various factors influencing the industry.
After stepping down as President of Sports Betting for IGT in June 2024, Asher is making a comeback by introducing Boomer’s Sportsbook in 2025, recognizing the necessity for an independent sportsbook in Nevada.
Asher established Boomer’s as a direct rival to William Hill US, a company he previously led from 2012 until its acquisition by Caesars in 2021.
“I saw a chance to create a business that could rival William Hill and provide casino owners with another option,” Asher shared during a recent 45-minute phone call with Gambling Insider. “Nevada has numerous casinos, many of which lack the resources to manage their own sports betting operations.”
Starting with four locations at the beginning of the last football season, including its main site at the Commercial Hotel in Elko, Boomer’s currently operates eight locations and plans to expand to at least 18 by the start of the 2026 season.
While visiting Portugal to support his daughter at an international soccer tournament for the US Olympic Development Program, Joe discussed his startup's customer-oriented strategy, the price sensitivity of Nevada bettors, the need to limit sharp bettors, and the influence of prediction markets on regulated sportsbooks.
When asked about how Boomer’s stands apart from larger competitors like Caesars and William Hill, Asher emphasized their independence and focus solely on Nevada. “The relationships we build with casinos are crucial. We prioritize every casino, whether it’s Ellis Island in Las Vegas or Casino Fandango in Carson City, because our smaller scale makes each partnership vital,” he explained.
Asher also highlighted the expertise of his team, which consists of around 60 skilled professionals, including notable figures like Nick Bogdanovich, a recognized name in the sports betting community.
Despite receiving offers to expand into other states, Asher expressed a desire to concentrate solely on Nevada. “I’m unsure how we would stand out in other markets. While there might be opportunities elsewhere, I believe focusing on Nevada is the best strategy for us right now,” he stated.
Asher noted that this approach aligns well with his current life stage, allowing him to reduce travel commitments compared to his previous roles, which involved frequent trips across the globe.
Reflecting on his first football season with Boomer’s, Asher concluded that the business model is effective. “There is a clear demand from both casino operators and consumers. Our goal now is to increase our visibility and continue reaching out to potential customers,” he added.