There's some major news breaking out from UB.com to finish off the year 2010, as the site's two most prominent players, Annie Duke and the 11-time WSOP winner Phil Hellmuth have announced they are leaving the site after nine years. Meanwhile, UB.com are planning a "whole new marketing direction" in 2011, and major changes in the software are also to be expected.

Rumours about Phil Hellmuth's possible departure from UB (formerly Ultimatebet) had been circulating for some time after he was spotted playing televised tournaments without wearing UB logos. Now both the site and Hellmuth have announced they are parting ways. Hellmuth wrote on his Twitter page:

"Making a BIG move...leaving UB. Truly lots of great memories, but it's time to move on...Mutual decision...Looking forward to BRIGHT future!"

Hellmuth is undoubtedly one of the biggest if not the biggest name in poker purely marketingwise, so the next big question is what will be his next move after making Ultimatebet / UB his home for nine years. Many have speculated that instead of one of the major sites, he will rather sign for some Las Vegas casino giant like MGM or Caesars (ex-Harrah's) who will see him as a very useful marketing tool when they are preparing to make the leap to online poker once it gets regulated in the US.

One day before Hellmuth's announcement, his now ex-teammate Annie Duke also announced on her blog that she is leaving the site after serving them since 2001. Duke states that she only good things to say about UB and cites "professional and personal growth" as her reasons for leaving. "I’m going to explore and pursue other business opportunities on a full-time basis," says Duke, who incidentally also announced a few days ago that she is now engaged to her boyfriend, the actor Joe Reitman.

Joe Sebok, who is probably the most prominent name left on the UB roster after Helmuth's and Duke's departures, comments the situation on his blog. Without going into too much detail, Sebok says the site will take "a whole new marketing direction" in 2011 and hints that there might be some major changes to the software in the near future.

Besides Sebok, UB.com sponsored players include Eric Baldwin, Tiffany Michelle, Maria Ho, Bryan Devonshire, Brandon Cantu, Adam Levy, and Ian Scott from Anthrax.