NGCB in favor
The Nevada Gaming Control Board has given its recommendation that ex-William Hill US CEO Joe Asher launch an independent sportsbook.
The NGCB on Wednesday recommended Asher’s Boomer’s Sports Book for licensure, with a view to the sportsbook going live in the Strip corridor in August, along with locations in Northern Nevada and suburban Henderson.
ten further locations “within a year”
It could also potentially open operations in ten further locations “within a year,” according to the Las Vegas Review-Journal.
Boomer’s retail operations are slated to roll out within the Commercial Casino site in Elko, via two satellite sportsbooks at Las Vegas’ Ellis Island Casino & Hotel, and at Henderson’s Casino Valle Verde. Mention was also made of an IGT-powered Boomer’s mobile app for digital betting.
Asher, President and CEO of Boomer’s Sports Book, stated his operation would be “Nevada’s only independent sportsbook.”
Nevada and sports only
Asher has stated Boomer’s will only be available in Nevada and that he has no designs on offering any other form of gaming beyond sports.
not a competitor to their core business”
The Sports Betting Hall of Famer told the NGCB Wednesday of his firm’s belief there was “room in the market for an independent operator” like Boomer’s as “someone casinos can partner with for sports betting that is not a competitor to their core business.”
Asher wants to launch the Elko sportsbook on August 1; the NGCB said it will consider approving license applications for Boomer’s at its next meeting, according to the Las Vegas Review-Journal.
IGT’s ex-President of Sports Betting stated the retail satellites will open in Vegas and Henderson shortly after Elko with the aim of having around ten Boomer’s locations operating within a year.
Boomer’s retail venture will be powered by IGT’s PlaySports platform.
Gap in the market
Asher told the NGCB a gap in the market existed for casino operators who don’t want to operate their own sportsbook but would consider an independent firm, such as Boomer’s, to partner with.
Asher stated that Boomer’s aside, there were no such independents on offer. “Circa and Station Casinos each operate a few sportsbooks for others, but they’re in the casino business.”
The seasoned executive said that Boomer’s was in “active discussions” with other potential partners. “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.”
