Boomer’s Sportsbook launched on Monday at Ellis Island Casino, becoming the latest addition to Nevada’s sportsbook scene amid a $35 million renovation project at the off-Strip venue.
The inauguration featured a ribbon-cutting ceremony attended by Boomer’s CEO Joe Asher, Ellis Island owner Gary Ellis, Las Vegas Mayor Shelley Berkley, and former Mayor Oscar Goodman. Goodman placed the very first wagers — betting on the Las Vegas Raiders to clinch the Super Bowl and on the San Diego Padres for the World Series, according to the Las Vegas Review-Journal.
Boomer’s also opened a site last week in Elko at the Commercial Casino. A third location is planned for Casino Valle Verde in Henderson, which is also part of Ellis’s portfolio.
The sportsbook utilizes IGT’s PlaySports platform. Boomer’s is exclusively available in Nevada, and a mobile app is offered for iOS and Android users. However, state regulations mandate in-person registration.
Asher, who was formerly the CEO of William Hill U.S. and previously the president of sports betting at IGT, emphasizes that the success of the sportsbook is reliant on local engagement. “The evolution of this industry will significantly hinge on developments here in Las Vegas,” he mentioned.
Asher’s team for Boomer’s includes Dave Grolman (SVP of sportsbook operations), Nick Bogdanovich (head of trading), and A.G. Burnett (former chair of the Nevada Gaming Control Board, now overseeing compliance).
Gary Ellis stated that incorporating Boomer’s is central to his strategy for attracting more visitors to his casinos. “Partnering with Joe Asher in the sportsbook sector feels akin to being involved with the Kansas City Chiefs in football,” Ellis noted. Ellis Island is currently undergoing a comprehensive renovation and expansion.
Asher aspires to establish 10 locations across Nevada within the next year. To encourage sign-ups, Boomer’s is currently offering a $250 deposit match. “As a sports bettor myself, I understand what bettors value,” he expressed. “All we require is a chance to prove ourselves, and we’ll work to win your trust.”
He noted that Nevada’s mandate for in-person registration for mobile accounts provides Boomer’s with a distinctive advantage. In states where online registrations are permitted, companies often rely on marketing budgets for customer acquisition. However, Nevada allows sportsbooks to adopt in-person and localized strategies.
“We see a genuine opportunity to incentivize individuals to visit our locations, whether here, at Casino Valle Verde, or other spots statewide to register for the mobile application,” Asher stated, as reported by CDC Gaming. “A significant portion of the business in local markets is mobile, and the in-person registration requirement enables us to establish a network of sportsbooks for account sign-ups, deposits, and withdrawals.”
Boomer’s initial marketing push offers newcomers up to $250 in free bets, matching deposits dollar-for-dollar. Outdoor advertising in Elko and promotional activities near Ellis Island and Casino Valle Verde are set to generate traffic. Asher also hinted at an upcoming football-themed promotion intended to boost sign-ups before the season starts.
Ellis credited Asher as the reason for his transition from William Hill to Boomer’s. “I’ve known him for years. He’s an exemplary professional and incredibly knowledgeable in the field,” Ellis remarked. “I have immense respect for him. When Joe announced this venture, I was eager to join.”