bet365 Launches New Bet Feature Across Europe

bet365 has launched 'Sub On Play On' a new soccer promotion that will allow player prop markets to roll over if a player is substituted.

Ziv Chen - News Editor at Covers.com
Ziv Chen • News Editor
Mar 11, 2025 • 15:09 ET • 4 min read
Photo By - Imagn Images.

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.

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Ziv Chen
News Editor

Ziv has been deep in the iGaming trenches for over 20 years, long before most people could spell "geolocation compliance." With a background in marketing and business development at some of the biggest names in gambling tech, Ziv knows the industry from the inside out. Since joining Covers, he's turned his sharp eye (and sharper keyboard) toward everything happening in the fast-moving world of online gambling. Whether it's new state launches, the latest twists in regulation, or what the big operators and game providers are cooking up next, Ziv breaks it all down with clarity, context, and just the right amount of snark. He covers the business side of betting, from affiliate trends and revenue reports to the tech powering your favorite slots. His motto in writing is “let’s make it make sense without putting you to sleep.”

When he’s not tracking gambling legislation or looking for the next breaking story, Ziv is living and dying with every pitch and play from his beloved Pittsburgh Steelers, Pirates, and Penguins. As a Pitt graduate, it’s a city loyalty forged in heartbreak, but one he wouldn’t trade for anything, except maybe a few more playoff wins.

When away from the keyboard, Ziv loves to hit the road and soak up the energy of casinos. Whether strolling the neon jungle called the Vegas Strip, or wandering into a smoky riverboat casino in the Midwest, Ziv’s in his element. He’s the guy chatting with players, blackjack dealers, and asking pit bosses way too many questions, all in the name of “research,” of course. The casino floor isn’t just his workplace, it’s a weird and wonderful ecosystem of flashing lights, wild characters, and pure sensory overload, and he wouldn’t have it any other way.

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