Brazilian Expansion

Look for Euro Games Technology (EGT) to continue to span the globe in 2026 with targeted investments in manufacturing and research and development, says Nadia Popova, chief revenue officer and vice president of sales and marketing.

That strategy was evident at the Global Gaming Expo in October.

“The thing that truly put EGT over the top (in 2025) was the clarity of our product vision and the customer engagement,” says Popova. “EGT showcased a portfolio that was not just broad, but cohesive. I am glad to say we had a lot of conversations which were not just about products—they were strategic and forward-thinking.”

That global view started early for Popova, 40, who entered the gaming world as a cruise ship dealer who wanted to travel and see the world. “It was the perfect way to combine work with adventure,” she says. “That experience opened the door to the gaming industry for me. A few years later I joined EGT, and 14 years on I’m still part of the company.”

Travel is still part of Popova’s reality, splitting time between Panama and Bulgaria, where she was born. EGT is well-established in Latin America, with offices in Mexico, Panama, Colombia, Peru and Argentina.

“What makes this moment special is the next wave of opportunities: expanding into Brazil and solidifying our presence in Argentina. With our existing infrastructure and relationships, we are entering this growth phase from a position of real strength,” she says.

“Brazil just regulated the iGaming sector in the beginning of 2025, and for the retail sector there are still only few states that have moved forward with regulation for the video lottery. Each state imposes its own technical requirements, which makes compliance and product certification significantly more challenging.

“Beyond regulation, Brazil is also a very specific and culturally unique market. Building products that truly resonate with local players requires thinking as a Brazilian. That level of localization is crucial for success, but it also demands deep research and a lot of product adaptation.”

Overall, she continues, “the opportunity is huge, but so are the challenges. Success in Brazil will depend on navigating regulatory complexity while delivering products that feel authentically tailored to the Brazilian players.”

Popova is ready to meet that challenge. “I value consistency and long-term commitment,” she says. “I believe meaningful progress happens when you stay focused, evolve continuously and invest in something for the long run. Strong partnerships, whether with colleagues, clients or stakeholders, are built over time, not overnight.”

That long-term commitment also drives EGT, according to Popova. “I am proud to say that a large part of the companies we work with have been with us since the very foundation of EGT more than two decades ago,” she says. “We believe in building long-term partnerships, rather than just working with clients. For our customers, we are not just a manufacturer and supplier of gaming products, but a long-term partner they can rely on under any circumstances.”