bet365 has launched a new addition to its soccer promotions portfolio, called "Sub On Play On," which will roll out across several European regulatory jurisdictions.
The feature guarantees that bets placed on a specific player will remain valid even if the player is replaced in a game. The bet then automatically transfers to the incoming substitute, and bettors still have an opportunity to win, depending on how the substitute performs.
This puts a spin on traditional betting by eradicating frustration drawn by an inconclusive bet if a player has been substituted from the field. If a current bet has been placed on a player, upon substituting, the wager is transferred instantly to the replacement, providing a sense of continuity and a new exciting dimension to betting on soccer.
For example, if a bettor wagers on Newcastle United's Alexander Isak to score two goals in a Premier League match, and Isak is substituted after scoring one goal, his substitute - e.g., Callum Wilson - can continue the bet by scoring the second goal, rendering the initial bet valid.
bet365 is not unique in offering this option. It follows previous models, such as Paddy Power's 'Super Sub' and William Hill's 'Impact Sub'. Sky Bet also had something similar in its portfolio.
The company is launching the product on a large scale, offering it in 20 markets and across most sports markets, such as the Premier League, La Liga, Bundesliga, Serie A, and the Champions League.
Raising the Bar on Betting Products
Rollout of this feature aligns with bet365's strategy to increase the quality of engagement among customers and expand its footprint in top European markets. It is also an opportunity to enhance the quality of competition, where the business is banking on its leadership to drive greater innovation.
bet365 has also been actively expanding its presence. Its recent entry into the Serbian market is the latest in its European expansion, while the group also grew internatoinally as it enterred the Brazilian regulated market on January 1 this year.
Aside from soccer promotions, bet365 has hit the headlines in other sports betting markets. The operator has rolled out its "Non-Runner No Bet" promotion for horse racing in anticipation of this week's Cheltenham Festival. The promotion ensures bettors who place ante-post bets on the festival races are refunded if their selected horse does not participate.
In addition, bet365 ownership has also faced criticism in recent months. The owners of the global betting operator, Denise, John, and Peter Coates, were among the U.K.'s highest taxpayers in 2024. The Coates family appeared in the top five, as did Betfred owner Fred Done, highlighting their economic contribution to the U.K. economy.
