Subway Australia has unveiled a new competitive gaming platform, the Subway Community Hub, coinciding with the return of its SubDog and the introduction of the new Loaded SubDog range. This initiative marks a strategic move by Subway to engage with the gaming community and expand its brand presence in digital spaces.

The Subway Community Hub was developed by Publicis Groupe Australia’s Team Fresh, in collaboration with Player Media and Rival X. This platform allows players to compete in gaming challenges, unlock rewards, and join teams themed around the three Loaded SubDog flavours: Germany (Original), Mexico (Mexican Loaded), and USA (BBQ Bacon Loaded). Participants will engage in EA Sports FC matches, vying for the title of ‘Top Dog’. The challenges will be hosted by well-known Australian FIFA and mobile gaming creators.

Prizes for participants include Subway Loaded SubDog vouchers, which will be delivered via DoorDash, Steam vouchers, and a VIP trip to the EA FC Festival in Vietnam, covering flights and accommodation. The campaign is supported by a fully branded Rival hub, featuring tournament scheduling, Discord and e-commerce integration, and real-time rewards tracking.

Subway Australia and New Zealand Director of Marketing Rodica Titeica said, “Our goal was to share crave-inducing flavours, build community and make it easy for players to engage. 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.”

The SubDog, initially introduced as an April Fool’s joke on social media in 2022, has returned due to popular demand. The Loaded SubDog range is available at participating Subway restaurants across Australia and New Zealand from 1 September to 7 October 2025.

Zenith Australia Client Partner Suzi Black stated, “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.”

Rival X CEO Matt Virtue 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.”