Ultimate Bet Poker Rebrands as UB.com

Ultimate Bet Poker is a poker website frequented by hundreds of thousands of poker players each month. The company just announced a rebranding effort, and the website will now be known as UB Poker. Site users had long referred to the company as “UB,” so it made sense to rebrand.

Along with the newly minted brand, the company has also begun using its recently acquired domain name, UB.com. Up until the end of July, the domain name was owned by a private domain investment company.

Users can still log in via UltimateBet.com, which surprisingly (surprising to me) doesn’t forward to the new url, although the new logo reflects the acquisition and rebranding effort. When you search Google and Yahoo for “Ultimate Bet,” the domain name that has been in use for years is the number one result rather than UB.com.

The acquisition price for UB.com was not made public by the company, but knowing the domain owner, it was not cheap!

Update: An unconfirmed rumor has it the name sold for around half a million dollars.

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