Binion’s and Four Queens Get Boomer’s Sportsbooks
The sportsbooks at two downtown institutions, Binion’s and Four Queens, have a new operator: Boomer’s Sportsbooks.
We have a great deal of apathy toward sportsbooks due to our obsession with things that actually matter, but we are going to report on this dual launch because it’s a slow news day.
And also sports is supposed to be the salvation of Las Vegas since younger people are no longer interested in drinking, gambling or boobs.
Boomer’s replaces William Hill at Binion’s and Four Queens, both owned by Terry Caudill’s TLC Casino Enterprises.
Today we learned Caudill’s middle name is “Lee,” hence TLC.
As if that weren’t enough enlightenment for one day, we’re going to mansplain several other aspects of this story for posterity.
The new Boomer’s locations opened Sep. 2, 2026, with the requisite hoopla.
In attendance were Las Vegas Mayor Shelley Berkley, former Mayor Oscar Goodman, Terry Caudill and Boomer’s founder and CEO Joe Asher. Maybe “hoopla” wasn’t the right word. Hubbub? Murmur? To-do? Ripple? Stir? You get the picture.
At Four Queens, Boomer’s is located next to the security stand.
The sportsbook at Four Queens is nothing fancy, with a handful of cocktail tables, TVs, a staffed betting counter and several self-service kiosks.
The sportsbook at Binion’s is next to Benny’s Smokin’ BBQ & Brews.
The Binion’s sportsbook has a lot more elbow room.
These rooms don’t seem set up to accommodate watching sports; they’re more for taking bets and getting back to real gambling that actually adds to a casino’s bottom line. (Sportsbooks are casino amenities, like hair salons and fitness centers.)
As mentioned, Boomer’s takes over operation of these sportsbooks from William Hill. William Hill had been the operator since 2012, a year best known for some goofball jumping around singing “Gangnam Style.”
Boomer’s founder Joe Asher has a long history of sportsbookery, which may or may not be a real term.
Asher built a previous network of sportsbooks, Lucky’s, under his Brandywine Bookmaking, then sold that operation to William Hill in 2012. He then became CEO of William Hill U.S., staying through Caesars Entertainment’s $4 billion acquisition of William Hill in 2021. After a stint running sports betting for IGT, Asher got back into the independent-bookmaking business with Boomer’s.
Joe, dude, you have enough money. Take a vacation.
Boomer’s (named after Asher’s dog, currently in doggy heaven) launched its first sportsbook at the Commercial Casino in Elko on Aug. 1, 2025, followed shortly thereafter by Ellis Island in Las Vegas.
The Binion’s and Four Queens deals bring the Boomer’s roster to 17 locations, with more in the works.
The key to the rapid growth of Boomer’s has to do with the fact it is Nevada-focused, but it’s also an independent alternative for casino operators that don’t want another casino company running the sportsbook inside their building.
Yes, that’s a thing. There’s a Circa Sportsbook inside the Tuscany and Silverton casinos. There are Caesars Sportsbooks at The Resort at Summerlin, Downtown Grand and Westgate. The whole thing is a little weird.
Here’s a fun fact if you’re a sportsball nut, which we definitely are, obviously: Boomer’s head of trading is legendary Las Vegas bookmaker Nick Bogdanovich, who ran the sportsbook at Binion’s Horseshoe from 1989 to 1998. He later worked at Mandalay Bay, Club Cal Neva, William Hill and Circa. Club Cal Neva is in Reno, Nevada.
So, Boomer’s arrival downtown is a sports-betting family reunion: The guy who sold Lucky’s to William Hill has now replaced William Hill at Binion’s and Four Queens, and his head oddsmaker is back at the casino where he ran the book nearly four decades ago.
Boomer’s Sportsbooks are generally liked by customers.
Its Nevada app is sitting at about 4.6 out of 5 on Apple’s App Store with more than 500 ratings, and 4.7 on Google Play with about 110 reviews.
The praise tends to center on competitive lines, promotions, ease of use, a broad betting menu and the feeling that Boomer’s is a local alternative to the giant national operators.
Complaints tend to focus on slow wager settlement and occasional app performance issues.
Kvetching is part of sports culture, much like pouring Gatorade on coaches, fighting with complete strangers because their shirt is the wrong color, concession stand price gouging and traumatic brain injuries.
In honor of the new Boomer’s locations, new customers can get up to $250 in Bonus Bets through a first-deposit match, plus $50 in casino free play from Binion’s and Four Queens.
We would like it noted for the record that we wrote this entire story without even one “Boomer” joke, despite the fact sports genius Joe Asher is apparently unaware the term has multiple meanings in our culture. “Boomer” is sometimes used pejoratively to describe older people perceived as clueless, cranky or hopelessly out of touch. This sort of slur cannot be normalized.
“Boomer” jokes are not funny, even to those of us who are definitely not one because age is just a number. And if you believe that, the Cardinals to win the Super Bowl is a stone-cold lock.
All due respect.
We aren’t using our home team for that joke. They’re already taking enough abuse.
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