Subway Australia is stepping into the gaming arena with the launch of the Subway Community Hub, a brand-owned competitive platform designed to celebrate the return of the cult-favourite SubDog and introduce the new Loaded SubDog range.
Developed by Publicis Groupe Australia’s Team Fresh, in collaboration with Player Media and Rival X, the platform allows players to compete in EA Sports FC tournaments, join themed teams based on SubDog flavours — Germany (Original), Mexico (Mexican Loaded), and USA (BBQ Bacon Loaded) — and battle for the title of Top Dog.
The tournament will be hosted by leading Australian FIFA and mobile gaming creators, with participants competing for a range of prizes. Rewards include Subway Loaded SubDogs delivered via DoorDash, Steam vouchers, and a VIP trip to the EA FC Festival in Vietnam, covering flights and accommodation.
Rodica Titeica, Subway’s marketing director for Australia and New Zealand, said the platform was designed to merge flavour and fun: “Our goal was to share crave-inducing flavours, build community, and make it easy for players to engage. This launch is about pushing boundaries of cultural relevance and innovation, particularly for Gen Z, and we’re proud to deliver the first gaming initiative of its kind in our region.”
Suzi Black, client partner at Zenith Australia, part of Team Fresh, emphasised the strategic fit: “Gaming delivers what brands crave: attention, emotion, and community. With Rival X, Subway is boldly expanding into new cultural spaces, connecting with audiences where they play rather than interrupting their experience.”
For Rival X CEO Matt Virtue, the project underscores gaming’s role as a cultural driver: “The SubDog is already a cult favourite. Bringing it to life through competition, community, and crave creates an immersive experience that fosters stronger engagement and brand recall than passive advertising ever could.”
The campaign will feature a fully branded Rival hub with tournament scheduling, Discord and e-commerce integration, and real-time rewards tracking, alongside high-impact in-game ad placements via Player Media.
First introduced as an April Fool’s social media stunt in 2022, the SubDog quickly gained cult status among fans and has since become a recurring favourite. The new Loaded SubDog range will be available across participating Subway restaurants in Australia and New Zealand from September 1 to October 7, 2025.
