UltimateBet players were greeted with a software update recently, and the end result is a sleeker look for the site’s lobby, along with new table views and improved navigation and usability. The most glaring change is the site’s name itself, which is now just simply “UB.” UltimateBet had been known in the poker community as UB for quite some time anyway, so the site decided to embrace the nickname and even create an entirely new domain and logo for UB.com.“The launch of UB.com represents a turning point for our company,” said Paul Leggett, Tokwiro’s chief operating officer. “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.”Leggett also added that the recent changes weren’t all about the new look.“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. And finally, it’s tournaments and promotions that poker players care about.”The tournament schedule will look different to players, as well, with over 30 new tournaments and guarantees totaling over $1 million added to the weekly lineup. The blind structures have been improved, and the site recently announced the addition of synchronized breaks, putting it on par with others in the poker community who have done the same.Phil Hellmuth , the brand’s most prominent spokesman, is excited about the company’s future.“In the 10 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,” Hellmuth said. “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.”Card Player readers are eligible for up to $1,300 in deposit bonuses. Click the banner below for additional information.
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