Subway Australia has launched a brand-owned gaming platform to coincide with the return of the SubDog and the release of its new Loaded SubDog range.
Developed with Publicis Groupe Australia’s Team Fresh, Player Media and Rival X, the Subway Community Hub will host EA Sports FC tournaments where players compete in country-themed teams aligned to the Loaded SubDog flavours: Germany (Original), Mexico (Mexican Loaded) and USA (BBQ Bacon Loaded).
Matches will be fronted by popular FIFA and mobile gaming creators, with participants competing for real-world and in-game rewards, including Subway vouchers, Steam vouchers, and a grand prize trip to the EA FC Festival in Vietnam.
“Our goal was to share crave-inducing flavours, build community and make it easy for players to engage,” Rodica Titeica, Director of Marketing for Subway Australia and New Zealand, said.
“Tapping into new opportunities that push the boundaries of social relevance and innovation is a key focus for Subway, particularly when it comes to targeting Gen Z.
“We’re proud to launch something that feels both culturally sharp and unmistakably Subway, as the first gaming initiative of its kind across Australia and New Zealand.”
Suzi Black, Client Partner Zenith Australia, part of Team Fresh said: “Gaming delivers what brands crave: attention, emotion, and community. Subway’s Loaded SubDog range brings flavour to a community that’s already dialled in, not interrupting the experience but facilitating gamers where they play.
“This is a QSR category-first in ANZ with Rival X, boldly stretching the brand into new spaces to meet the future of audience expectations.”
Matt Virtue, Rival X CEO, added: “Gaming is no longer just a channel, it’s a cultural arena where brands can connect with consumers in real time. The SubDog is already a cult favorite, and bringing it to life through competition, community and crave is the perfect recipe.
“With Subway, we’re creating a fully immersive, participatory experience – one that drives deeper engagement and brand recall than passive viewership ever could.”
The campaign features a custom Rival hub with tournament scheduling, Discord and e-commerce integration, rewards tracking, and in-game ad placements through Player Media.
First introduced as an April Fool’s gag in 2022, the SubDog returned due to fan demand. The Loaded SubDog range will be available in Australia and New Zealand from 1 September to 7 October 2025.