For most of the last 10 years that Ultimate Bet Poker has been the mega online presence that it is, the majority of poker players have tagged it simply as “UB.” So now, focusing on the next ten years, Ultimate Bet wants to incorporate a whole new look and feel. One of the ways they will be doing that is to officially be known by their prominent nickname - UB.
The rebranding of its online Poker Room doesn’t just stop with the new abbreviated name and logo, but also includes many behind the name improvements as well. Players will notice new features added which will not only enhance visibility but greatly improve functionality as well.
While announcing UB’s new multi-layered makeover, Paul Leggett, Tokwiro’s Chief Operating Officer said, “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. Its 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.”
Citing the UB Pro Team and UB players as being instrumental in the changes, Leggett added “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. 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.”
By changing from UltimateBet to UB, the leading online poker site is aiming to attract the new generation of poker players. Which is one reason why they redesigned the Lobby which now is not only more eye catching, but even easier to navigate than it was before. Other enhancements include new game filters, where players can view only their personal game preferences, instead of all games. This handy feature also allows players to use special icons to for tournaments and ring games, making game selection a snap.
But looks and new features aren’t the only thing new at the ‘new’ UB, a complete overhaul of their vast tournament line-up has also taken place. Over 30 new guaranteed tournaments and $1 Million-plus in guarantees every month have been added to the schedule, all with improved tournament blind structures and synchronized breaks.
And just what does the stable of UB pros think about all of this? Well Phil Hellmuth, for one, is very excited about it, which was apparent when he commented, "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. 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."