{"id":14461,"date":"2026-01-15T13:26:49","date_gmt":"2026-01-15T13:26:49","guid":{"rendered":"https:\/\/www.legitgambling.com\/news\/?p=14461"},"modified":"2026-01-15T13:26:49","modified_gmt":"2026-01-15T13:26:49","slug":"boomers-sportsbook-set-to-enter-reno-market","status":"publish","type":"post","link":"https:\/\/www.legitgambling.com\/news\/boomers-sportsbook-set-to-enter-reno-market\/","title":{"rendered":"Boomer\u2019s Sportsbook Set to Enter Reno Market"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/www.legitgambling.com\/news\/wp-content\/uploads\/2026\/01\/boomers-sportsbook.jpg\" alt=\"Boomer&#039;s Sportsbook\" width=\"300\" class=\"alignright size-full wp-image-14462\" title=\"Boomer\u2019s Sportsbook Set to Enter Reno Market\" \/><strong>Summary:<\/strong><\/p>\n<ul>\n<li>Nevada regulators have recommended Boomer\u2019s for a sportsbook license at Reno\u2019s Bonanza Casino.<\/li>\n<li>The new sportsbook is planned to open after the Super Bowl, ahead of March Madness.<\/li>\n<li>The move helps Boomer\u2019s build a stronger statewide presence beyond southern Nevada.<\/li>\n<\/ul>\n<p><strong>Boomer\u2019s Sportsbook<\/strong> is getting ready to plant its flag in Reno and mark yet another step in its slow but steady spread across <a href=\"https:\/\/www.legitgambling.com\/us\/states\/nevada\">Nevada<\/a>. <\/p>\n<p>The <strong>Nevada Gaming Control Board<\/strong> has recommended that Boomer\u2019s be approved to operate a sportsbook at the Bonanza Casino. The final decision is expected in about two weeks\u2019 time, when the state <a href=\"https:\/\/www.legitgambling.com\/worldwide-gambling-licensing-authorities\/nevada-gaming-commission\">Gaming Commission<\/a> will meet again. <\/p>\n<p>If given the green light, it would become Boomer\u2019s seventh licensed sportsbook, with only five currently up and running.<\/p>\n<p>Boomer\u2019s chief executive officer, <strong>Joe Asher<\/strong>, told regulators that the Bonanza is a familiar name in Reno, having operated since 1973. The casino currently runs its sportsbook through an agreement with <strong>William Hill<\/strong>, which is owned by Caesars Entertainment. That deal will stay in place through the <a href=\"https:\/\/www.legitgambling.com\/sports-betting\/american-football\/nfl\">Super Bowl<\/a> and then come to an end.<\/p>\n<p>After that, Boomer\u2019s plans to open a fully staffed sportsbook at the property. Asher said the company is already working on renovation plans and marketing efforts to bring people through the door. Timing matters here. Launching before <a href=\"https:\/\/www.legitgambling.com\/sports-betting\/basketball\/college\">March Madness<\/a> would allow bettors to sign up for the mobile app and settle in to watch one of the busiest betting events of the year.<\/p>\n<p>For Asher, getting into Reno fills a gap. <\/p>\n<blockquote><p>We\u2019re in Carson City and we were trying to figure out how to get people to come into the Fandango to sign up, but it\u2019s asking a lot for somebody from Reno to do so. We\u2019re really happy to get the Reno market. It\u2019s obviously the second biggest in the state.<\/p><\/blockquote>\n<p>He further explained that Boomer\u2019s is focused on building a true statewide presence, even if that means starting small in each location while acknowledging that growth will come one customer at a time, emphasizing retention and the need to keep players engaged.<\/p>\n<h2>12 Locations Planned by Q2<\/h2>\n<p>Looking ahead, Asher said the company is generally on track with its original goals. <\/p>\n<blockquote><p>When I appeared before you in July, the goal was to have 10 sportsbooks open after a year. We have five open now.<\/p><\/blockquote>\n<p>With additional applications pending, he expects Boomer\u2019s to reach 12 locations by the second quarter.<\/p>\n<p>At Bonanza, general manager <strong>Ryan Sheltra<\/strong> said the partnership feels like a natural fit. The family-owned casino has offered a sportsbook for 25 years, and Sheltra has known Asher for roughly two decades. <\/p>\n<p>While Sheltra praised Caesars and <a href=\"https:\/\/www.legitgambling.com\/reviews\/william-hill\">William Hill<\/a> for their professionalism during the transition, he also noted the difference in scale. <\/p>\n<blockquote><p>We\u2019re a pretty small operation. You could fit our entire operation into Caesar\u2019s valet on the Strip.<\/p><\/blockquote>\n<p>Sheltra said the Bonanza team is optimistic about what comes next. \u201c<em>We are definitely excited to be part of the Boomer\u2019s family<\/em>,\u201d he commented. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Summary: Nevada regulators have recommended Boomer\u2019s for a sportsbook license at Reno\u2019s Bonanza Casino. The new sportsbook is planned to open after the Super Bowl, ahead of March Madness. The move helps Boomer\u2019s build a stronger statewide presence beyond southern Nevada. Boomer\u2019s Sportsbook is getting ready to plant its flag in Reno and mark yet [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,1],"tags":[],"class_list":["post-14461","post","type-post","status-publish","format-standard","hentry","category-sports","category-usa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Boomer\u2019s Sportsbook Set to Enter Reno Market<\/title>\n<meta name=\"description\" content=\"Boomer\u2019s Sportsbook is one step closer to opening in Reno, with plans to take over the sportsbook at the long-running Bonanza Casino later this winter.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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