MAJOR REBRANDING FOR ULTIMATEBET.COM
20 November 2009
Tokwiro subsidiary has a new name, a new
website and, it claims, a better offering
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.
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."
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."
Online Casino News Courtesy of
Infopowa
More news here.
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