The first independent sportsbook in Nevada, Boomer’s Sportsbook, is being launched by Joe Asher, the former CEO of William Hill. Asher tackles industry titans with greater odds and operator liberty in an effort to promote smaller casinos.
Joe Asher has played a key role in the growth of legal sports betting across the country for almost thirty years.
He is currently opposing the bigger industry he used to be a part of.
By the beginning of the fall football season, Asher, 57, intends to open Boomer’s Sportsbook, Nevada’s first sports betting business not owned by a casino.
In an interview, Asher stated, “I know there is an appetite from independent casino operators for an independent sportsbook.”
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Asher’s argument for smaller casinos is that by using an independent operator, corporate gaming giants, who may be competitors, are prevented from controlling the sportsbook on their site and having access to its patrons. Independent bookmakers frequently offer sports bettors a variety of betting lines on games, including improved moneyline odds or a half-point in one way.
Boomer’s license application, which is named after one of the Asher family’s favourite canines, will be reviewed by state gaming authorities in July.
Like Asher’s 2008 debut of Brandywine Bookmaking in Las Vegas, the beginning will be modest. Before being purchased by the UK-based William Hill sports betting network in 2012, the firm controlled over a dozen sportsbooks in Nevada under the Lucky’s Race & Sports brand.
Asher served as William Hill’s CEO until 2021, when Caesars Entertainment paid $4 billion to purchase the business.
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