Tagged by players as "UB" for much of its decade online, UltimateBet has embraced the Poker Room's nickname, and is primed to tackle the next ten years with a whole new look and focus. Extensive rebranding of its online Poker Room reveals a multi-layered makeover that delivers the streamlined UB brand name and super cool logo, plus a slew of other ‘non-cosmetic' feature and functionality changes designed to please the player.

"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," said Paul Leggett, Tokwiro's Chief Operating Officer.

"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."

The change from UltimateBet to UB is a natural development for the leading online poker site, as it responds to the next generation of poker players who are young, intelligent, and passionate about the game.

The latest software update features a complete Lobby redesign for improved navigation and usability.  New game filters  empower UB players with a quicker more efficient way to weed out the games they don't want to see, keeping only their personal game selection in view. Tournament and ring game icons have also been added in this product release.

An overhaul of the tournament schedule adds over 30 new guaranteed tournaments and $1 Million-plus in guarantees  every month to the line-up. UB's improved tournament blind structures have been welcomed, and the launch of synchronized breaks is universally applauded amongst the growing breed of multi-table online tournament player.

Recent software enhancements have also introduced a much-anticipated Mac version of the poker client, and players now enjoy more ring game options than ever before, including the unique UB 7-Deuce Hold ‘em, plus 4 Max tables, and ring games with antes.

Home of the Aruba Poker Classic, the annual UBOC online tournament series, coming again this January, and the biggest and best Bad Beat Jackpots, UB.com will continue to offer players industry-leading promotions, the robust RAI$E loyalty program, easy access to superior customer support, and more ways to deposit real money funds with the fastest cashouts around.

"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," added UB Pro player Phil Hellmuth.

To find out more  about the new UB.com and a ton of new features, visit us here