An off-Strip casino in Las Vegas has introduced Nevada’s latest sportsbook, Boomer’s Sports Book, as part of a comprehensive $35 million renovation. The sportsbook officially opened on Monday afternoon at Ellis Island Casino, with a ribbon-cutting ceremony attended by significant figures in the gaming industry.
The event featured Joe Asher, President and CEO of Boomer’s, alongside Gary Ellis, owner of Ellis Island, and Las Vegas officials including Mayor Shelley Berkley and former Mayor Oscar Goodman. Goodman, aged 86, placed the first in-person wagers, betting on the Las Vegas Raiders to win the Super Bowl and the San Diego Padres to secure the World Series title this season.
Expansion Plans and Technology Integration
Boomer’s Sports Book went live on October 20, 2023, at the Commercial Casino in Elko and will soon launch a third location at Casino Valle Verde in Henderson, also owned by Ellis. The sportsbooks will operate on the IGT PlaySports platform, known for its advanced wagering technology.
Asher, a seasoned sports betting executive, emphasized that Boomer’s will exclusively serve the Nevada market. He previously held leadership roles at William Hill’s U.S. operations and at IGT, making him well-acquainted with the local landscape. “The future of this business is going to be heavily dependent on what happens here in Las Vegas,” he stated.
The Boomer’s Sports Book mobile application is available on both iOS and Android devices, though Nevada gaming regulations mandate in-person registration to activate mobile wagering accounts. This requirement aims to boost foot traffic to physical casino properties. Ellis expressed optimism that adding Boomer’s to his two Las Vegas Valley locations will achieve this goal.
Strategic Goals and Customer Engagement
Asher shared his ambition to establish ten retail locations throughout Nevada within one year, particularly with the football season approaching. To attract new customers, Boomer’s is currently offering a $250 deposit match for sign-ups. Once established, the focus will shift to enhancing customer engagement and rewarding loyal patrons.
“I’m a sports bettor and I know what matters to sports bettors,” Asher remarked during the ceremony. “All we need is people to give us a shot and we’ll try to earn your business.”
Ellis, a veteran in the casino industry, expressed confidence in the team assembled for Boomer’s. This includes Dave Grolman, Senior Vice President of Sportsbook Operations; Nick Bogdanovich, head of trading and a member of the SBC Sports Betting Hall of Fame; and A.G. Burnett, former chair of the Nevada Gaming Control Board and current gaming attorney at McDonald Carano, who will oversee compliance.
Ellis remarked, “Being in the sportsbook business with Joe Asher is like being in the football business with the Kansas City Chiefs.” He emphasized the importance of having a trusted partner in Asher as they embark on this new venture.
The Ellis Island Casino, situated on Koval Lane just south of Flamingo Road, is currently undergoing an expansion and renovation that began last fall. As this project progresses, the introduction of Boomer’s Sports Book marks a significant step in enhancing the gaming experience in the region.
