Bet365 rolls out Sub On Play On feature in Italy

Online sports betting operator bet365 has officially introduced its Sub On Play On feature to customers in Italy, marking the latest expansion of the bookmaker’s innovative product portfolio.

The Sub On Play On feature is part of bet365’s broader effort to enhance engagement and provide greater flexibility for football bettors in the country.

This betting option builds on the company’s “Sub On S” product line, bet365’s take on the increasingly popular “Super Sub” format first introduced in the U.K. earlier this year.

Bet365 brings flexible betting option for Italian customers

With the innovative feature, Italian sports wagering fans can now bet on player-specific outcomes marked with the Sub On Play On icon.

If a chosen player is substituted during a match, the bet seamlessly transfers to the incoming substitute, with the original odds remaining unchanged. And if the initial player meets the bet condition before being replaced, the wager will still be settled as a winner.

For instance, imagine you bet on Mo Salah to score two or more goals. He nets one before being subbed off for Darwin Núñez, who then scores another. The combined total of two goals means your bet still wins under the Sub On Play On feature.

This functionality applies across betting markets that carry the Sub On Play On icon, including a variety of player-focused football markets available to Italian users.

The rollout of Sub On Play On in Italy comes at a strategic time, ahead of the country’s new gambling market framework set to take effect on Nov. 13, 2025. The revised market will see 46 companies holding 52 licenses, intensifying competition in one of Europe’s most lucrative betting arenas.

According to data from the Italian Football Federation, football remains the dominant betting segment, accounting for €16.1 billion wagered in 2024. Bet365’s decision to debut its new player-focused feature in Italy underscores its commitment to strengthening its position in this high-value sector.

However, industry analysts have noted that the country’s stringent taxation and marketing regulations make it a market primarily suited for major international operators.

With established rivals such as Flutter Entertainment, Entain, Lottomatica, and SKS365 also holding licenses, bet365’s Sub On Play On feature may serve as a key differentiator in securing user loyalty and maintaining its competitive edge.