11/18/09 – In what will be seen by many as a strategy to put some blue water between the UltimateBet of today and the scandal-ridden online poker brand of the past, the online poker website has rebranded to UB.com.
 
The Tokwiro Enterprises subsidiary, which operates with sibling Absolute Poker on the Cereus network, announced the change this week, claiming an extensive makeover, a fresh UB brand name and logo, and feature and functionality changes.

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Senior Tokwiro executive Paul Leggett said in a statement: "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.
 
"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."

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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 the latest software release.
 
An overhaul of the tournament schedule adds over 30 new guaranteed tournaments and improved tournament blind structures have been introduced, along with the launch of synchronised breaks, adding to improvements such as a Mac version of the poker client, more ring game options and new variants like UB 7-Deuce Hold ‘em, 4 Max tables, and ring games with antes.
 
Commenting on the need for a rebrand, the company's blog notes that management accepted that "…we knew we weren’t doing our players justice the way we were in the past. It’s time for us to step up our game and really set ourselves apart from the other poker rooms. We’ve pumped up our software and tournament schedule and created an environment and community like no other."