One of the largest and oldest online poker brands has completed a long-anticipated face lift this week, as Ultimate Bet officially re-launched as UB Poker.
The move has been anticipated by many observers in the wake of the online cheating scandal that overwhelmed Ultimate Bet and Absolute Poker in 2007-2008. While Ultimate Bet’s traffic remained fairly stable throughout, it seemed logical that the company would want to make as clean a break as possible with that scandal when possible; this relaunch seems to be a direct attempt to do so.
What’s different? Much of the change is fairly superficial – a new logo, a slightly new look for the website, a few aesthetic alterations to the lobby software and game tables. All of the new look is pretty consistent with the old aesthetic of UB, with what could best be described as a modern twist applied for the changes. A look at the new UB table:
UB execs stress that the change is more than cosmetic: “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,” said Chief Operating Officer of UB parent company Tokwiro Paul Leggett. “And finally, it’s tournaments and promotions that poker players care about.”
What changes are Leggett referring to? UB has added numerous new features to the lobby, including an icon-based system similar to Full Tilt Poker’s for identifying different types of tournaments (turbo, deep stack, etc) and additional cash game filters.
Ultimate Bet has also introduced new tournaments to their daily lineup, dramatically expanding their previous array of online poker tournaments with guaranteed prize pools.
Finally, UB seems to be planning a variety of promos to celebrate the re-launch, the first of which is tied to Joe Sebok’s new show on Fox Sports, Poker2Nite. After a fairly minor backlash following his signing earlier this year, Sebok has been a prominent face so far in UB’s re-branding efforts and it appears UB will remain happy keeping him front and center for the forseeable future.
Like the new UB? You can get a great rakeback deal at Ultimate Bet through PTP. Get full details on our UB Rakeback offer here.
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