EGT has marked a significant milestone in its international expansion with its first installation in Iceland, deploying the Bell Link progressive jackpot system at Casino Haspenna de Reykjavik, the country's largest gaming establishment.
The Bulgarian supplier chose Iceland's premier gaming venue for its market debut, with Casino Haspenna operating under licence from the University of Iceland Lottery. The installation features EGT's established Bell Link progressive jackpot housed in the popular General Series G 27-27 ST gaming machines.
Multi-Level Progressive System
The deployment provides casino customers access to titles from Bell Link 1 and Bell Link 2, two product offerings that have demonstrated solid performance across multiple international markets. The system operates four distinct jackpot levels with varying connectivity structures.
The Mini and Minor jackpot levels function independently on each machine, while the Major and Grand jackpot levels are connected between all EGT terminals present in the gaming floor. This configuration increases players' opportunities to access higher-value prizes through the linked progressive network.
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Distinct jackpot levels
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Independent jackpot levels per machine
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Connected jackpot levels across terminals
Strategic Market Entry
“We are delighted to establish our presence in the Icelandic market and consider this installation a significant milestone for our company”
— Madlen Matevosian, Business Development Manager, EGT
Matevosian highlighted the collaborative nature of the project implementation:
“The installation process and general cooperation have been very positive, and we greatly value the professionalism, support and collaborative approach of the University of Iceland Lottery team”
— Madlen Matevosian, Business Development Manager, EGT
The EGT executive expressed confidence in the partnership's potential:
“We are convinced that our products have great potential in the region and believe this partnership builds a solid foundation for long-term cooperation”
— Madlen Matevosian, Business Development Manager, EGT
Operator Perspective
Arna Ómarsdóttir, Operations Director of the Lotería de la Universidad de Islandia, welcomed the new supplier relationship:
“We welcome EGT as a new provider and consider this a positive step to continue strengthening our gaming offering”
— Arna Ómarsdóttir, Operations Director, Lotería de la Universidad de Islandia
She emphasised interest in monitoring player reception:
“We are especially interested in seeing how their machines are received in our gaming floor, as these types of additions help maintain an attractive, renewed and stimulating gaming experience for players”
— Arna Ómarsdóttir, Operations Director, Lotería de la Universidad de Islandia
Licensing Structure
Casino Haspenna operates under a unique licensing arrangement through the University of Iceland Lottery, demonstrating Iceland's distinctive approach to gaming regulation where academic institutions can hold gaming licenses.
Nordic Expansion Strategy
The Iceland entry holds particular significance given the market's highly regulated and selective environment. For EGT, this installation provides additional validation of its solutions' potential in Nordic markets while strengthening its European presence.
With this inaugural Reykjavik installation, EGT adds another regulated market to its international operations network, continuing its expansion across diverse global jurisdictions.
Market Entry Strategy
EGT's choice to debut with an established progressive system rather than new products reflects a conservative approach suitable for highly regulated markets, where proven technology reduces implementation risks and regulatory scrutiny.
Market Access Implications
Iceland's stringent regulatory framework makes this deployment a noteworthy achievement for international suppliers seeking Nordic market access. The partnership with the University of Iceland Lottery demonstrates EGT's ability to meet local compliance requirements while delivering proven gaming technology.
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The Bell Link system's performance in this regulated environment will likely influence EGT's broader Nordic expansion strategy, as operators across the region evaluate progressive jackpot solutions for their gaming floors.
