Boomer’s Sportsbook Will Take Over Sportsbooks at Binion’s, Four Queens

By Scott Roeben, on July 02 2026
3 min read 1 comment
Downtown Las Vegas Gambling Las Vegas

An up-and-coming sportsbook operator, Boomer’s Sportsbook, is about to take over two downtown casinos, Binion’s and Four Queens.

Boomer’s Sportsbook will begin operating those sportsbooks starting Sep. 1, 2026, per the casinos.

Boomer’s Sportsbook comes from longtime sports betting executive Joe Asher, and the company runs the sportsbooks in a good number of casinos, which is impressive given the company is less than a year old.

“Boomers” were born roughly between 1946 and 1964. It’s unclear why their births were so rough, although some were born in buggies, which doesn’t sound fun.

Boomer’s was announced in mid-2025 and the company launched first at The Commercial in Elko on Aug. 1, 2025, then opened at Ellis Island in Las Vegas and Casino Valle Verde in Henderson on Aug. 4, 2025.

See all the locations of Boomer’s Sportsbook.

Other Las Vegas locations include Silver Sevens and Ojos Locos Sports Cantina.

The aforementioned Joe Asher is well-known and liked in sports betting circles. In fact, he’s longtime friends with Tim Lager, Senior Executive Director of Operations of Binion’s and Four Queens. We trust that friendship helped grease the wheels of bringing in Boomer’s to operate these two sportsbooks.

Binion's Las Vegas
Binion’s and Boomer’s start with the same letter, saving the casino tens of thousands of dollars in new signage, probably.

Asher grew up around gambling and horse racing in Delaware, started working at racetracks as a teenager and called races at a young age. He moved to Las Vegas in 2006, saw an opportunity in sports betting, founded Brandywine Bookmaking, sold it to William Hill, led William Hill U.S., then later became president of sports betting at IGT before leaving in June 2024.

The Boomer’s philosophy is basically: local, price-conscious and operator-friendly. The company is also “100% Nevada-focused” and independent, which Boomer’s says allows it to prioritize fair pricing, offers and a player-first mindset. The customer target is not just sharps or whales, but also regular bettors putting $20, $50 or $100 on a game to make it more fun to watch.

And given we’re talking about sports, people are desperate to make it more fun to watch. Especially the kickball one that’s going on right now. JFC, how many “rounds” does a sport need to award a cup or whatever the prize is? Same with hockey. Every season is 250 games, then there are at least that many in the finals and championship. Baseball has 162 games per team. How do sports fans find time to read a book, call their mother, learn a language or volunteer at an animal shelter? There always seem to be a regular season, preseason, postseason, tournament, invitational, wild card, playoff, round robin, sweet something, final something, cup something or championship something. By the time one sport ends, another one is starting. Sometimes they overlap. What other human activity is like this? What else takes up this much time while producing so little measurable benefit? If we spent nearly as much time and effort on cancer research, Lance Armstrong, an athlete, would have both testicles.

But we digress.

Asher has reportedly turned down opportunities in other states and says he has no desire to expand outside Nevada.

Nevada has a lot of independent or smaller casino operators that may not want Caesars/William Hill or another large casino-affiliated company running the sportsbook inside their building.

William Hill currently operates the sportsbooks at Binion’s and Four Queens.

The “four queens” were named Michele, Benita, Faith and Hope.

Asher’s pitch is that Boomer’s gives those casinos a sportsbook partner that is not also a broader casino competitor.

It’s generally agreed upon that the Boomer’s Sportsbook name is pretty terrible given the fact “Boomer” has a definite meaning among our fellow youths that is derogatory. Boomers are the olds.

But the name comes from Asher’s family dog, Boomer, a rescued dachshund-cocker spaniel mix who lived to 17 and died around Thanksgiving 2024. Asher has said the name also happens to fit sports, given Boomer Esiason, Chris “Boomer” Berman and “Boomer Sooner,” whoever or whatever those might actually be.

We would not know a fight song if we tripped over one.

The launch of Boomer’s at a new location is typically accompanied by not only hoopla but bonus bets. At Silver Sevens, Boomer’s offered up to $250 in bonus bets (free-bet credits you can use to place wagers) for a $250 first deposit.

Expect further details once the official announcement is made and all the sports experts pretend we didn’t scoop them, as always.