Nevada’s gaming landscape is set to welcome a new player next month as Boomer’s Sportsbook, the state’s only independent sportsbook, has received unanimous approval from the Nevada Gaming Commission. Headed by sports betting veteran Joe Asher, the venture will launch on August 1 at Elko’s Commercial Casino, with additional sites following shortly after in Las Vegas and Henderson.

Boomer’s Sportsbook marks a return to independent operations for Asher, who previously owned Lucky’s Race & Sports Book before selling it to William Hill in 2012. He later served as CEO of William Hill U.S. and was most recently with IGT, overseeing sports betting operations.

Boomer’s is positioning itself as a locally driven, customer-first alternative to large corporate operators. Its tagline—“built by locals, driven by independence and powered by a player-first mindset”—underscores its distinct market stance. The company will operate retail sportsbooks at the Commercial Casino in Elko, Ellis Island Hotel-Casino near the Las Vegas Strip, and Casino Valle Verde in Henderson. A mobile platform will make Boomer’s accessible statewide.

Asher emphasized that Boomer’s is solely focused on Nevada, intending to grow organically with potential for up to 10 locations in its first year. “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,” he said, according to CDC Gaming.

Commission Praises Asher’s Integrity and Leadership

During Thursday’s approval hearing, commission members lauded Asher’s contributions to the sports betting industry, noting his reputation for integrity and leadership. Their endorsement came with no opposition, paving the way for Boomer’s formal entry into the market.

Asher’s strong stance on regulation also made headlines during the hearing. He took aim at the emergence of prediction markets—platforms that attempt to legitimize sports betting under federal commodities regulations. The former William Hill CEO expressed firm opposition to such practices, insisting that gambling must remain a state-regulated activity.

“As I rule I am of the view that any form of gambling should be regulated,” Asher said. “Any form of unregulated gambling is antithetical to the public interest, and I’m strongly opposed to it.”

He further argued that allowing predictive markets to operate under the Commodity Futures Trading Commission would undermine the U.S.’s long-established state-based regulatory framework. “That doesn’t make much sense to me,” he added.

Brick-and-Mortar Sign-Up Rule Crucial to Business

Asher also voiced support for Nevada’s in-person registration rule for mobile sports betting accounts, a regulation not shared by many other states. According to Asher, this requirement plays a vital role in supporting casino infrastructure by encouraging foot traffic, which benefits other areas of the business like slots and dining.

“It applies to my business,” Asher stated. “It wouldn’t exist except for the in-person sign up requirement. There would be no point in doing it.”

In addition to sports betting, Asher commented on recent legal changes that could make Nevada’s horse race betting operations more viable. Previously, racebooks were required to obtain race results from a licensed disseminator, a process Asher described as outdated in the era of real-time broadcasts and internet updates.

“That made perfect sense but fast forward 50 years we can see the races on TV,” he said. “It was always an odd thing… we could watch the Super Bowl on TV and pay out bets immediately, but we couldn’t do that for a horse race.”

With that regulation now relaxed, Boomer’s may explore options in pari-mutuel wagering, depending on market response and further legislative developments.

Industry Veterans Join Boomer’s Executive Team

The leadership team behind the Silver State’s only independent sportsbook brings deep industry expertise. Dave Grolman will serve as senior vice president, overseeing sportsbook and customer operations, while Nick Bogdanovich leads trading. Former Nevada Gaming Control Board chair A.G. Burnett has been tapped to manage compliance. Boomer’s will utilize IGT’s PlaySports platform for its technological backbone.

As the company prepares for launch, Asher and his team appear poised to carve out a niche in a market dominated by larger operators. With a strong emphasis on regulation, localized service, and strategic expansion, Boomer’s could redefine what independent sportsbook operations look like in Nevada.