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UltimateBet relaunches as UB.com
UltimateBet finished a complete overhaul of its website, poker client and name this week.
The poker room will henceforth be known as UB, a nickname originally coined by players on the site.
Company directors said the UB label better represented the site's current focus on the next generation of poker players.
"The launch of UB.com represents a turning point for our company," said Paul Legget, 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."
The new site features a streamlined interface, a user-friendly lobby, improved game filters and new UB branding.
In addition, the tournament schedule has been revamped and there are over 30 new tournaments a month, which offer over $1 million in guarantees.
"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," said UB Pro 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."
Earlier this year the CEREUS poker network, to which UB belongs, also released a Mac poker client and a software upgrade that featured synchronized tournament breaks.
UB also enhanced their team of poker pros by adding PokerRoad president Joe Sebok and resigning reality TV star Tiffany Michelle.
Although UB now offers the UB.com domain, users will still be able to access the site through the older UltimateBet.com.