Following the cheating scandal which surrounded the company last year and the subsequent creation of the Cereus poker network with sister site Absolute Poker, UltimateBet has announced that it is rebranding under the new name UB.com, the nickname by which it has been commonly known to its players over the past decade.
The extensive rebranding of its online poker room is part of a multi-layered makeover that delivers the streamlined UB brand name and logo, plus a range of other 'non-cosmetic' feature and functionality changes designed to improve players' experiences.
"The launch of UB.com represents a turning point for our company. We have assembled a great group of professionals who are passionate about poker to build the UB brand," said Paul Leggett, Chief Operating Officer of Tokwiro, UltimateBet's parent company. "Our goal is to create products and services that poker players really want. We are trying to listen very carefully to both our players and the poker community to help us achieve this goal."
The latest software update features a complete lobby redesign for improved navigation and usability, while new game filters enable UB players to quickly find the games they want.
"The launch of UB.com is not just a new domain with a different logo, it's much more than that. It's a complete new direction for UB. It's software built with the serious poker player in mind. It's a new television show that is truly about poker, not just another reality or game show. And finally, it's tournaments and promotions that poker players care about," said Leggett.
As part of an overhaul of the tournament schedule, over 30 new guaranteed poker tournaments and $1 million-plus in guarantees have been added every month to the line-up, including UB's improved tournament blind structures and the launch of synchronized breaks.
"In the ten years since I have been involved with the UB brand, I have never been prouder to represent the company as much as I am right now," said UB poker professional Phil Hellmuth. "We have great people captaining the ship, we have a great vibe and some serious swagger. I look forward to the day when we are the largest poker site on the planet."