Boomer’s Sportsbook is set to break into Reno’s bustling gaming scene, grabbing a prime spot at the historic Bonanza Casino. This move comes after a crucial recommendation from Nevada regulators, signaling fresh competition in sports betting just in time for big events like March Madness.
The Nevada Gaming Control Board has thrown its support behind Boomer’s Sportsbook, recommending a license to run operations at the Bonanza Casino. This step paves the way for the company’s first entry into the Reno market. The full Nevada Gaming Commission will review and decide on the license at their meeting in two weeks.
If approved, this would mark Boomer’s seventh licensed sportsbook in Nevada, with five already up and running. CEO Joe Asher highlighted the excitement, noting that Bonanza Casino has been a Reno staple since 1973. The property’s long history draws steady crowds, making it a smart fit for expansion.
Boomer’s plans to step in right after the current operator wraps up. William Hill, owned by Caesars Entertainment, holds the sportsbook agreement through the Super Bowl. Once that ends, Boomer’s aims to launch a fully staffed setup.
Timing Ties into Major Sports Seasons
Launching post-Super Bowl lines up perfectly with the rush of March Madness. Asher explained that this timing lets bettors sign up for the mobile app and catch games in a revamped space. The company is already sketching out renovations to modernize the sportsbook area.
Marketing efforts will focus on pulling in more visitors. Think promotions tied to big games, app incentives, and events to build buzz. This could shake up Reno’s sports betting options, giving locals and tourists a new spot to place wagers.
Reno’s gaming market has seen steady growth. Data from the Nevada Gaming Control Board shows sports betting handle in the state hit over $8 billion in 2025, up 12% from the year before. Boomer’s entry taps into this upward trend, especially in northern Nevada where options have been limited.
- Mobile app integration: Users can bet from anywhere in Nevada once signed up.
- Renovation perks: Expect updated seating, bigger screens, and tech upgrades for better viewing.
- Community boost: More jobs could come from the staffed operations.
From Startup to Statewide Player
Boomer’s Sportsbook burst onto the scene in 2025, founded by industry veteran Joe Asher. He previously built Brandywine Bookmaking, sold to a major player in 2010. Now, Boomer’s stands as Nevada’s only independent sportsbook, carving out a niche against giants like Caesars and DraftKings.
The company’s quick growth includes spots in Carson City and other areas. A special board meeting last August greenlit their Carson City location at Casino Fandango, showing regulators’ confidence. With five open books and more in the pipeline, Boomer’s is building a network focused on local appeal.
Asher’s vision emphasizes independence. In a 2025 interview, he shared how investor backing helped launch the brand, aiming to recreate the personal touch of smaller operations. This Reno move extends that reach, targeting a market where William Hill has dominated.
Competition heats up as other operators expand too. Caesars recently got nods for more northern Nevada spots, per recent board actions. Yet Boomer’s independent status might attract bettors seeking alternatives to big chains.
Challenges and Opportunities Ahead
Entering Reno isn’t without hurdles. The Bonanza Casino’s current setup means a smooth handover is key. Any delays in ending the William Hill deal could push back the opening. Plus, renovations need quick approval to hit that March timeline.
On the flip side, this could energize Reno’s economy. Sports betting draws visitors, and with events like the Super Bowl and March Madness, foot traffic might spike. A 2024 study by the American Gaming Association found that legal sports betting added $11 billion to U.S. GDP, with Nevada leading the pack.
Boomer’s strategy includes robust mobile options, crucial since over 70% of Nevada bets now happen online, according to state figures from last year. By blending in-person vibes with app ease, they aim to capture both crowds.
| Key Milestone | Date | Details |
|---|---|---|
| Launch of Boomer’s | July 2025 | Founded by Joe Asher as independent operator. |
| First Expansion | August 2025 | Approved for Casino Fandango in Carson City. |
| Reno Recommendation | January 2026 | Board backs license at Bonanza Casino. |
| Potential Opening | Post-Super Bowl 2026 | Staffed sportsbook with renovations. |
One big question lingers. Will the commission approve without hitches? Past approvals for Boomer’s suggest yes, but Reno’s competitive landscape adds scrutiny.
This expansion by Boomer’s Sportsbook highlights the dynamic shifts in Nevada’s gaming world, where independents like them challenge established names and boost options for bettors. As Reno welcomes this new player, it promises more excitement for sports fans and a potential lift for local business.
