diff --git a/BUILD.bazel b/BUILD.bazel
index 46c80b2d74f6..2d4e244f8622 100644
--- a/BUILD.bazel
+++ b/BUILD.bazel
@@ -176,27 +176,27 @@ container_bundle(
     name = "build-images",
     images = {
         # cmd images
-        "$(container_prefix)/example-hook-sidecar:$(container_tag)": "//cmd/example-hook-sidecar:example-hook-sidecar-image",
-        "$(container_prefix)/example-cloudinit-hook-sidecar:$(container_tag)": "//cmd/example-cloudinit-hook-sidecar:example-cloudinit-hook-sidecar-image",
-        "$(container_prefix)/subresource-access-test:$(container_tag)": "//cmd/subresource-access-test:subresource-access-test-image",
-        "$(container_prefix)/virt-controller:$(container_tag)": "//cmd/virt-controller:virt-controller-image",
-        "$(container_prefix)/virt-launcher:$(container_tag)": "//cmd/virt-launcher:virt-launcher-image",
-        "$(container_prefix)/virt-handler:$(container_tag)": "//cmd/virt-handler:virt-handler-image",
-        "$(container_prefix)/virt-api:$(container_tag)": "//cmd/virt-api:virt-api-image",
-        "$(container_prefix)/virt-operator:$(container_tag)": "//cmd/virt-operator:virt-operator-image",
+        "$(container_prefix)/$(image_prefix)example-hook-sidecar:$(container_tag)": "//cmd/example-hook-sidecar:example-hook-sidecar-image",
+        "$(container_prefix)/$(image_prefix)example-cloudinit-hook-sidecar:$(container_tag)": "//cmd/example-cloudinit-hook-sidecar:example-cloudinit-hook-sidecar-image",
+        "$(container_prefix)/$(image_prefix)subresource-access-test:$(container_tag)": "//cmd/subresource-access-test:subresource-access-test-image",
+        "$(container_prefix)/$(image_prefix)virt-controller:$(container_tag)": "//cmd/virt-controller:virt-controller-image",
+        "$(container_prefix)/$(image_prefix)virt-launcher:$(container_tag)": "//cmd/virt-launcher:virt-launcher-image",
+        "$(container_prefix)/$(image_prefix)virt-handler:$(container_tag)": "//cmd/virt-handler:virt-handler-image",
+        "$(container_prefix)/$(image_prefix)virt-api:$(container_tag)": "//cmd/virt-api:virt-api-image",
+        "$(container_prefix)/$(image_prefix)virt-operator:$(container_tag)": "//cmd/virt-operator:virt-operator-image",
         # container-disk images
-        "$(container_prefix)/alpine-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:alpine-container-disk-image",
-        "$(container_prefix)/cirros-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:cirros-container-disk-image",
-        "$(container_prefix)/cirros-custom-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:cirros-custom-container-disk-image",
-        "$(container_prefix)/fedora-cloud-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:fedora-cloud-container-disk-image",
-        "$(container_prefix)/fedora30-cloud-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:fedora30-cloud-container-disk-image",
-        "$(container_prefix)/virtio-container-disk:$(container_tag)": "//cmd/container-disk-v2alpha:virtio-container-disk-image",
+        "$(container_prefix)/$(image_prefix)alpine-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:alpine-container-disk-image",
+        "$(container_prefix)/$(image_prefix)cirros-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:cirros-container-disk-image",
+        "$(container_prefix)/$(image_prefix)cirros-custom-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:cirros-custom-container-disk-image",
+        "$(container_prefix)/$(image_prefix)fedora-cloud-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:fedora-cloud-container-disk-image",
+        "$(container_prefix)/$(image_prefix)fedora30-cloud-container-disk-demo:$(container_tag)": "//cmd/container-disk-v2alpha:fedora30-cloud-container-disk-image",
+        "$(container_prefix)/$(image_prefix)virtio-container-disk:$(container_tag)": "//cmd/container-disk-v2alpha:virtio-container-disk-image",
         # testing images
-        "$(container_prefix)/disks-images-provider:$(container_tag)": "//images/disks-images-provider:disks-images-provider-image",
-        "$(container_prefix)/cdi-http-import-server:$(container_tag)": "//images/cdi-http-import-server:cdi-http-import-server-image",
-        "$(container_prefix)/nfs-server:$(container_tag)": "//images/nfs-server:nfs-server-image",
-        "$(container_prefix)/vm-killer:$(container_tag)": "//images/vm-killer:vm-killer-image",
-        "$(container_prefix)/winrmcli:$(container_tag)": "//images/winrmcli:winrmcli-image",
+        "$(container_prefix)/$(image_prefix)disks-images-provider:$(container_tag)": "//images/disks-images-provider:disks-images-provider-image",
+        "$(container_prefix)/$(image_prefix)cdi-http-import-server:$(container_tag)": "//images/cdi-http-import-server:cdi-http-import-server-image",
+        "$(container_prefix)/$(image_prefix)nfs-server:$(container_tag)": "//images/nfs-server:nfs-server-image",
+        "$(container_prefix)/$(image_prefix)vm-killer:$(container_tag)": "//images/vm-killer:vm-killer-image",
+        "$(container_prefix)/$(image_prefix)winrmcli:$(container_tag)": "//images/winrmcli:winrmcli-image",
     },
 )
 
diff --git a/Makefile b/Makefile
index a1f822ea834f..40e91b302ed8 100644
--- a/Makefile
+++ b/Makefile
@@ -15,10 +15,10 @@ bazel-build:
 	hack/dockerized "hack/bazel-fmt.sh && hack/bazel-build.sh"
 
 bazel-build-images:
-	hack/dockerized "DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} DOCKER_TAG_ALT=${DOCKER_TAG_ALT} ./hack/bazel-build-images.sh"
+	hack/dockerized "DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} DOCKER_TAG_ALT=${DOCKER_TAG_ALT} IMAGE_PREFIX=${IMAGE_PREFIX} IMAGE_PREFIX_ALT=${IMAGE_PREFIX_ALT} ./hack/bazel-build-images.sh"
 
 bazel-push-images:
-	hack/dockerized "hack/bazel-fmt.sh && DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} DOCKER_TAG_ALT=${DOCKER_TAG_ALT} PUSH_LOG_FILE=${PUSH_LOG_FILE} KUBEVIRT_PROVIDER=${KUBEVIRT_PROVIDER} ./hack/bazel-push-images.sh"
+	hack/dockerized "hack/bazel-fmt.sh && DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} DOCKER_TAG_ALT=${DOCKER_TAG_ALT} IMAGE_PREFIX=${IMAGE_PREFIX} IMAGE_PREFIX_ALT=${IMAGE_PREFIX_ALT} PUSH_LOG_FILE=${PUSH_LOG_FILE} KUBEVIRT_PROVIDER=${KUBEVIRT_PROVIDER} ./hack/bazel-push-images.sh"
 
 push: bazel-push-images
 
@@ -103,7 +103,7 @@ cluster-down:
 	./cluster-up/down.sh
 
 cluster-build:
-	PUSH_LOG_FILE=${PUSH_LOG_FILE} ./hack/cluster-build.sh
+	./hack/cluster-build.sh
 
 cluster-clean:
 	./hack/cluster-clean.sh
diff --git a/hack/bazel-build-images.sh b/hack/bazel-build-images.sh
index 2e76eb94b6bf..8503a6b91fe8 100755
--- a/hack/bazel-build-images.sh
+++ b/hack/bazel-build-images.sh
@@ -27,6 +27,18 @@ for tag in ${docker_tag} ${docker_tag_alt}; do
         --platforms=@io_bazel_rules_go//go/toolchain:linux_amd64 \
         --workspace_status_command=./hack/print-workspace-status.sh \
         --define container_prefix=${docker_prefix} \
+        --define image_prefix=${image_prefix} \
         --define container_tag=${tag} \
         //:build-images
 done
+
+# for the imagePrefix operator test
+if [[ $image_prefix_alt ]]; then
+    bazel build \
+        --platforms=@io_bazel_rules_go//go/toolchain:linux_amd64 \
+        --workspace_status_command=./hack/print-workspace-status.sh \
+        --define container_prefix=${docker_prefix} \
+        --define image_prefix=${image_prefix_alt} \
+        --define container_tag=${docker_tag} \
+        //:build-images
+fi
diff --git a/hack/bazel-push-images.sh b/hack/bazel-push-images.sh
index ce52067fc41e..7ded3a84a8e2 100755
--- a/hack/bazel-push-images.sh
+++ b/hack/bazel-push-images.sh
@@ -27,6 +27,18 @@ for tag in ${docker_tag} ${docker_tag_alt}; do
         --platforms=@io_bazel_rules_go//go/toolchain:linux_amd64 \
         --workspace_status_command=./hack/print-workspace-status.sh \
         --define container_prefix=${docker_prefix} \
+        --define image_prefix=${image_prefix} \
         --define container_tag=${tag} \
         //:push-images | tee $push_log_file
 done
+
+# for the imagePrefix operator test
+if [[ $image_prefix_alt ]]; then
+    bazel run \
+        --platforms=@io_bazel_rules_go//go/toolchain:linux_amd64 \
+        --workspace_status_command=./hack/print-workspace-status.sh \
+        --define container_prefix=${docker_prefix} \
+        --define image_prefix=${image_prefix_alt} \
+        --define container_tag=${docker_tag} \
+        //:push-images
+fi
diff --git a/hack/build-manifests.sh b/hack/build-manifests.sh
index 0e26cb8663bd..2ccb12e057f0 100755
--- a/hack/build-manifests.sh
+++ b/hack/build-manifests.sh
@@ -76,6 +76,7 @@ for arg in $args; do
         --cdi-namespace=${cdi_namespace} \
         --csv-namespace=${csv_namespace} \
         --container-prefix=${manifest_docker_prefix} \
+        --image-prefix=${image_prefix} \
         --container-tag=${docker_tag} \
         --image-pull-policy=${image_pull_policy} \
         --verbosity=${verbosity} \
diff --git a/hack/cluster-build.sh b/hack/cluster-build.sh
index 5c1e4b2f0118..0f0afd73dedf 100755
--- a/hack/cluster-build.sh
+++ b/hack/cluster-build.sh
@@ -34,18 +34,26 @@ echo "Building ..."
 
 # Build everyting and publish it
 ${KUBEVIRT_PATH}hack/dockerized "DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} KUBEVIRT_PROVIDER=${KUBEVIRT_PROVIDER} ./hack/bazel-build.sh"
-${KUBEVIRT_PATH}hack/dockerized "DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} DOCKER_TAG_ALT=${DOCKER_TAG_ALT} KUBEVIRT_PROVIDER=${KUBEVIRT_PROVIDER} PUSH_LOG_FILE=${PUSH_LOG_FILE} ./hack/bazel-push-images.sh"
-${KUBEVIRT_PATH}hack/dockerized "DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} KUBEVIRT_PROVIDER=${KUBEVIRT_PROVIDER} IMAGE_PULL_POLICY=${IMAGE_PULL_POLICY} VERBOSITY=${VERBOSITY} PUSH_LOG_FILE=${PUSH_LOG_FILE} ./hack/build-manifests.sh"
+${KUBEVIRT_PATH}hack/dockerized "DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} DOCKER_TAG_ALT=${DOCKER_TAG_ALT} KUBEVIRT_PROVIDER=${KUBEVIRT_PROVIDER} PUSH_LOG_FILE=${PUSH_LOG_FILE} IMAGE_PREFIX=${IMAGE_PREFIX} IMAGE_PREFIX_ALT=${IMAGE_PREFIX_ALT} ./hack/bazel-push-images.sh"
+${KUBEVIRT_PATH}hack/dockerized "DOCKER_PREFIX=${DOCKER_PREFIX} DOCKER_TAG=${DOCKER_TAG} KUBEVIRT_PROVIDER=${KUBEVIRT_PROVIDER} IMAGE_PULL_POLICY=${IMAGE_PULL_POLICY} VERBOSITY=${VERBOSITY} PUSH_LOG_FILE=${PUSH_LOG_FILE} IMAGE_PREFIX=${IMAGE_PREFIX}  IMAGE_PREFIX_ALT=${IMAGE_PREFIX_ALT} ./hack/build-manifests.sh"
 
 # Make sure that all nodes use the newest images
 container=""
 container_alias=""
 for arg in ${docker_images}; do
-    name=$(basename $arg)
+    name=${image_prefix}$(basename $arg)
     container="${container} ${manifest_docker_prefix}/${name}:${docker_tag} ${manifest_docker_prefix}/${name}:${docker_tag_alt}"
     container_alias="${container_alias} ${manifest_docker_prefix}/${name}:${docker_tag} kubevirt/${name}:${docker_tag}"
 done
 
+if [[ $image_prefix_alt ]]; then
+    for arg in ${docker_images}; do
+        name=${image_prefix_alt}$(basename $arg)
+        container="${container} ${manifest_docker_prefix}/${name}:${docker_tag}"
+        container_alias="${container_alias} ${manifest_docker_prefix}/${name}:${docker_tag} kubevirt/${name}:${docker_tag}"
+    done
+fi
+
 # OKD provider has different node names and does not have docker
 if [[ $KUBEVIRT_PROVIDER =~ okd.* ]]; then
     nodes=("master-0" "worker-0")
diff --git a/hack/config-default.sh b/hack/config-default.sh
index a6462faebe9c..ea4229b4802d 100644
--- a/hack/config-default.sh
+++ b/hack/config-default.sh
@@ -2,6 +2,8 @@ binaries="cmd/virt-operator cmd/virt-controller cmd/virt-launcher cmd/virt-handl
 docker_images="cmd/virt-operator cmd/virt-controller cmd/virt-launcher cmd/virt-handler cmd/virt-api images/disks-images-provider images/vm-killer images/nfs-server cmd/subresource-access-test images/winrmcli cmd/example-hook-sidecar cmd/example-cloudinit-hook-sidecar images/cdi-http-import-server"
 docker_tag=${DOCKER_TAG:-latest}
 docker_tag_alt=${DOCKER_TAG_ALT}
+image_prefix=${IMAGE_PREFIX}
+image_prefix_alt=${IMAGE_PREFIX_ALT:-kv-}
 namespace=kubevirt
 csv_namespace=placeholder
 cdi_namespace=cdi
diff --git a/hack/config.sh b/hack/config.sh
index 500bee523644..a52f78e395e5 100644
--- a/hack/config.sh
+++ b/hack/config.sh
@@ -1,10 +1,10 @@
-unset binaries docker_images docker_tag docker_tag_alt manifest_templates \
+unset binaries docker_images docker_tag docker_tag_alt image_prefix image_prefix_alt manifest_templates \
     namespace image_pull_policy verbosity \
     csv_version package_name push_log_file
 
 source ${KUBEVIRT_PATH}hack/config-default.sh
 source ${KUBEVIRT_PATH}cluster-up/hack/config.sh
 
-export binaries docker_images docker_tag docker_tag_alt manifest_templates \
+export binaries docker_images docker_tag docker_tag_alt image_prefix image_prefix_alt manifest_templates \
     namespace image_pull_policy verbosity \
     csv_version package_name push_log_file
diff --git a/hack/functests.sh b/hack/functests.sh
index 645b582f85a7..ef1e9e2d2f9a 100755
--- a/hack/functests.sh
+++ b/hack/functests.sh
@@ -21,6 +21,7 @@ set -e
 
 DOCKER_TAG=${DOCKER_TAG:-devel}
 DOCKER_TAG_ALT=${DOCKER_TAG_ALT:-devel_alt}
+
 export ARTIFACTS=${ARTIFACTS:-_out/artifacts}
 
 source hack/common.sh
@@ -44,4 +45,4 @@ if [[ ${KUBEVIRT_PROVIDER} == os-* ]] || [[ ${KUBEVIRT_PROVIDER} == okd-* ]]; th
     oc=${kubectl}
 fi
 
-${TESTS_OUT_DIR}/tests.test -kubeconfig=${kubeconfig} -container-tag=${docker_tag} -container-tag-alt=${docker_tag_alt} -container-prefix=${functest_docker_prefix} -oc-path=${oc} -kubectl-path=${kubectl} -test.timeout 360m ${FUNC_TEST_ARGS} -installed-namespace=${namespace} -previous-release-tag=${previous_release_tag} -previous-release-registry=${previous_release_registry}
+${TESTS_OUT_DIR}/tests.test -kubeconfig=${kubeconfig} -container-tag=${docker_tag} -container-tag-alt=${docker_tag_alt} -container-prefix=${functest_docker_prefix} -image-prefix-alt=${image_prefix_alt} -oc-path=${oc} -kubectl-path=${kubectl} -test.timeout 360m ${FUNC_TEST_ARGS} -installed-namespace=${namespace} -previous-release-tag=${previous_release_tag} -previous-release-registry=${previous_release_registry}
diff --git a/pkg/virt-operator/creation/components/BUILD.bazel b/pkg/virt-operator/creation/components/BUILD.bazel
index c3683d9b7e0e..1762038ed0b8 100644
--- a/pkg/virt-operator/creation/components/BUILD.bazel
+++ b/pkg/virt-operator/creation/components/BUILD.bazel
@@ -16,7 +16,6 @@ go_library(
         "//vendor/github.com/coreos/prometheus-operator/pkg/apis/monitoring:go_default_library",
         "//vendor/github.com/coreos/prometheus-operator/pkg/apis/monitoring/v1:go_default_library",
         "//vendor/github.com/openshift/api/security/v1:go_default_library",
-        "//vendor/github.com/operator-framework/operator-lifecycle-manager/pkg/api/apis/operators/v1alpha1:go_default_library",
         "//vendor/k8s.io/api/apps/v1:go_default_library",
         "//vendor/k8s.io/api/core/v1:go_default_library",
         "//vendor/k8s.io/api/policy/v1beta1:go_default_library",
diff --git a/pkg/virt-operator/creation/components/deployments.go b/pkg/virt-operator/creation/components/deployments.go
index 3408dcc5196b..74b9ad9f450d 100644
--- a/pkg/virt-operator/creation/components/deployments.go
+++ b/pkg/virt-operator/creation/components/deployments.go
@@ -22,10 +22,6 @@ import (
 	"fmt"
 	"strings"
 
-	csvv1 "github.com/operator-framework/operator-lifecycle-manager/pkg/api/apis/operators/v1alpha1"
-
-	"kubevirt.io/kubevirt/pkg/virt-operator/creation/rbac"
-
 	appsv1 "k8s.io/api/apps/v1"
 	corev1 "k8s.io/api/core/v1"
 	"k8s.io/api/policy/v1beta1"
@@ -34,6 +30,7 @@ import (
 	"k8s.io/apimachinery/pkg/util/json"
 
 	virtv1 "kubevirt.io/client-go/api/v1"
+	"kubevirt.io/kubevirt/pkg/virt-operator/creation/rbac"
 	operatorutil "kubevirt.io/kubevirt/pkg/virt-operator/util"
 )
 
@@ -103,11 +100,7 @@ func NewApiServerService(namespace string) *corev1.Service {
 	}
 }
 
-func something() *csvv1.ClusterServiceVersion {
-	return &csvv1.ClusterServiceVersion{}
-}
-
-func newPodTemplateSpec(name string, repository string, version string, pullPolicy corev1.PullPolicy, podAffinity *corev1.Affinity) (*corev1.PodTemplateSpec, error) {
+func newPodTemplateSpec(podName string, imageName string, repository string, version string, pullPolicy corev1.PullPolicy, podAffinity *corev1.Affinity) (*corev1.PodTemplateSpec, error) {
 
 	version = AddVersionSeparatorPrefix(version)
 
@@ -119,21 +112,21 @@ func newPodTemplateSpec(name string, repository string, version string, pullPoli
 	return &corev1.PodTemplateSpec{
 		ObjectMeta: metav1.ObjectMeta{
 			Labels: map[string]string{
-				virtv1.AppLabel:          name,
+				virtv1.AppLabel:          podName,
 				"prometheus.kubevirt.io": "",
 			},
 			Annotations: map[string]string{
 				"scheduler.alpha.kubernetes.io/critical-pod": "",
 				"scheduler.alpha.kubernetes.io/tolerations":  string(tolerations),
 			},
-			Name: name,
+			Name: podName,
 		},
 		Spec: corev1.PodSpec{
 			Affinity: podAffinity,
 			Containers: []corev1.Container{
 				{
-					Name:            name,
-					Image:           fmt.Sprintf("%s/%s%s", repository, name, version),
+					Name:            podName,
+					Image:           fmt.Sprintf("%s/%s%s", repository, imageName, version),
 					ImagePullPolicy: pullPolicy,
 				},
 			},
@@ -141,9 +134,9 @@ func newPodTemplateSpec(name string, repository string, version string, pullPoli
 	}, nil
 }
 
-func newBaseDeployment(name string, namespace string, repository string, version string, pullPolicy corev1.PullPolicy, podAffinity *corev1.Affinity) (*appsv1.Deployment, error) {
+func newBaseDeployment(deploymentName string, imageName string, namespace string, repository string, version string, pullPolicy corev1.PullPolicy, podAffinity *corev1.Affinity) (*appsv1.Deployment, error) {
 
-	podTemplateSpec, err := newPodTemplateSpec(name, repository, version, pullPolicy, podAffinity)
+	podTemplateSpec, err := newPodTemplateSpec(deploymentName, imageName, repository, version, pullPolicy, podAffinity)
 	if err != nil {
 		return nil, err
 	}
@@ -155,16 +148,16 @@ func newBaseDeployment(name string, namespace string, repository string, version
 		},
 		ObjectMeta: metav1.ObjectMeta{
 			Namespace: namespace,
-			Name:      name,
+			Name:      deploymentName,
 			Labels: map[string]string{
-				virtv1.AppLabel: name,
+				virtv1.AppLabel: deploymentName,
 			},
 		},
 		Spec: appsv1.DeploymentSpec{
 			Replicas: int32Ptr(2),
 			Selector: &metav1.LabelSelector{
 				MatchLabels: map[string]string{
-					"kubevirt.io": name,
+					"kubevirt.io": deploymentName,
 				},
 			},
 			Template: *podTemplateSpec,
@@ -196,9 +189,11 @@ func newPodAntiAffinity(key, topologyKey string, operator metav1.LabelSelectorOp
 	}
 }
 
-func NewApiServerDeployment(namespace string, repository string, version string, pullPolicy corev1.PullPolicy, verbosity string) (*appsv1.Deployment, error) {
+func NewApiServerDeployment(namespace string, repository string, imagePrefix string, version string, pullPolicy corev1.PullPolicy, verbosity string) (*appsv1.Deployment, error) {
 	podAntiAffinity := newPodAntiAffinity("kubevirt.io", "kubernetes.io/hostname", metav1.LabelSelectorOpIn, []string{"virt-api"})
-	deployment, err := newBaseDeployment("virt-api", namespace, repository, version, pullPolicy, podAntiAffinity)
+	deploymentName := "virt-api"
+	imageName := fmt.Sprintf("%s%s", imagePrefix, deploymentName)
+	deployment, err := newBaseDeployment(deploymentName, imageName, namespace, repository, version, pullPolicy, podAntiAffinity)
 	if err != nil {
 		return nil, err
 	}
@@ -249,9 +244,11 @@ func NewApiServerDeployment(namespace string, repository string, version string,
 	return deployment, nil
 }
 
-func NewControllerDeployment(namespace string, repository string, controllerVersion string, launcherVersion string, pullPolicy corev1.PullPolicy, verbosity string) (*appsv1.Deployment, error) {
+func NewControllerDeployment(namespace string, repository string, imagePrefix string, controllerVersion string, launcherVersion string, pullPolicy corev1.PullPolicy, verbosity string) (*appsv1.Deployment, error) {
 	podAntiAffinity := newPodAntiAffinity("kubevirt.io", "kubernetes.io/hostname", metav1.LabelSelectorOpIn, []string{"virt-controller"})
-	deployment, err := newBaseDeployment("virt-controller", namespace, repository, controllerVersion, pullPolicy, podAntiAffinity)
+	deploymentName := "virt-controller"
+	imageName := fmt.Sprintf("%s%s", imagePrefix, deploymentName)
+	deployment, err := newBaseDeployment(deploymentName, imageName, namespace, repository, controllerVersion, pullPolicy, podAntiAffinity)
 	if err != nil {
 		return nil, err
 	}
@@ -268,7 +265,7 @@ func NewControllerDeployment(namespace string, repository string, controllerVers
 	container.Command = []string{
 		"virt-controller",
 		"--launcher-image",
-		fmt.Sprintf("%s/%s%s", repository, "virt-launcher", launcherVersion),
+		fmt.Sprintf("%s/%s%s%s", repository, imagePrefix, "virt-launcher", launcherVersion),
 		"--port",
 		"8443",
 		"-v",
@@ -313,8 +310,11 @@ func NewControllerDeployment(namespace string, repository string, controllerVers
 	return deployment, nil
 }
 
-func NewHandlerDaemonSet(namespace string, repository string, version string, pullPolicy corev1.PullPolicy, verbosity string) (*appsv1.DaemonSet, error) {
-	podTemplateSpec, err := newPodTemplateSpec("virt-handler", repository, version, pullPolicy, nil)
+func NewHandlerDaemonSet(namespace string, repository string, imagePrefix string, version string, pullPolicy corev1.PullPolicy, verbosity string) (*appsv1.DaemonSet, error) {
+
+	deploymentName := "virt-handler"
+	imageName := fmt.Sprintf("%s%s", imagePrefix, deploymentName)
+	podTemplateSpec, err := newPodTemplateSpec(deploymentName, imageName, repository, version, pullPolicy, nil)
 	if err != nil {
 		return nil, err
 	}
@@ -432,14 +432,14 @@ func NewHandlerDaemonSet(namespace string, repository string, version string, pu
 }
 
 // Used for manifest generation only
-func NewOperatorDeployment(namespace string, repository string, version string,
+func NewOperatorDeployment(namespace string, repository string, imagePrefix string, version string,
 	pullPolicy corev1.PullPolicy, verbosity string,
 	kubeVirtVersionEnv string, virtApiShaEnv string, virtControllerShaEnv string,
 	virtHandlerShaEnv string, virtLauncherShaEnv string) (*appsv1.Deployment, error) {
 
 	name := "virt-operator"
 	version = AddVersionSeparatorPrefix(version)
-	image := fmt.Sprintf("%s/%s%s", repository, name, version)
+	image := fmt.Sprintf("%s/%s%s%s", repository, imagePrefix, name, version)
 
 	tolerations, err := criticalAddonsToleration()
 	if err != nil {
@@ -517,7 +517,7 @@ func NewOperatorDeployment(namespace string, repository string, version string,
 							},
 							Env: []corev1.EnvVar{
 								{
-									Name:  "OPERATOR_IMAGE",
+									Name:  operatorutil.OperatorImageEnvName,
 									Value: image,
 								},
 								{
diff --git a/pkg/virt-operator/creation/csv/csv.go b/pkg/virt-operator/creation/csv/csv.go
index 473f78e82ffd..af9cd7a8162b 100644
--- a/pkg/virt-operator/creation/csv/csv.go
+++ b/pkg/virt-operator/creation/csv/csv.go
@@ -37,6 +37,7 @@ type NewClusterServiceVersionData struct {
 	KubeVirtVersion      string
 	OperatorImageVersion string
 	DockerPrefix         string
+	ImagePrefix          string
 	ImagePullPolicy      string
 	Verbosity            string
 	CsvVersion           string
@@ -132,6 +133,7 @@ func NewClusterServiceVersion(data *NewClusterServiceVersionData) (*csvv1.Cluste
 	deployment, err := components.NewOperatorDeployment(
 		data.Namespace,
 		data.DockerPrefix,
+		data.ImagePrefix,
 		data.OperatorImageVersion,
 		v1.PullPolicy(data.ImagePullPolicy),
 		data.Verbosity,
diff --git a/pkg/virt-operator/install-strategy/create_test.go b/pkg/virt-operator/install-strategy/create_test.go
index 1c832e0d7e1b..4f8e7a28f58a 100644
--- a/pkg/virt-operator/install-strategy/create_test.go
+++ b/pkg/virt-operator/install-strategy/create_test.go
@@ -111,7 +111,7 @@ var _ = Describe("Create", func() {
 			clientset.EXPECT().PolicyV1beta1().Return(kubeClient.PolicyV1beta1()).AnyTimes()
 			kv = &v1.KubeVirt{}
 
-			deployment, err = components.NewApiServerDeployment(Namespace, Registry, Version, corev1.PullIfNotPresent, "verbosity")
+			deployment, err = components.NewApiServerDeployment(Namespace, Registry, "", Version, corev1.PullIfNotPresent, "verbosity")
 			Expect(err).ToNot(HaveOccurred())
 
 			cachedPodDisruptionBudget = components.NewPodDisruptionBudgetForDeployment(deployment)
diff --git a/pkg/virt-operator/install-strategy/strategy.go b/pkg/virt-operator/install-strategy/strategy.go
index 83b25985e02f..6604840f163b 100644
--- a/pkg/virt-operator/install-strategy/strategy.go
+++ b/pkg/virt-operator/install-strategy/strategy.go
@@ -246,19 +246,19 @@ func GenerateCurrentInstallStrategy(config *operatorutil.KubeVirtDeploymentConfi
 
 	strategy.services = append(strategy.services, components.NewPrometheusService(config.GetNamespace()))
 	strategy.services = append(strategy.services, components.NewApiServerService(config.GetNamespace()))
-	apiDeployment, err := components.NewApiServerDeployment(config.GetNamespace(), config.GetImageRegistry(), config.GetApiVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+	apiDeployment, err := components.NewApiServerDeployment(config.GetNamespace(), config.GetImageRegistry(), config.GetImagePrefix(), config.GetApiVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 	if err != nil {
 		return nil, fmt.Errorf("error generating virt-apiserver deployment %v", err)
 	}
 	strategy.deployments = append(strategy.deployments, apiDeployment)
 
-	controller, err := components.NewControllerDeployment(config.GetNamespace(), config.GetImageRegistry(), config.GetControllerVersion(), config.GetLauncherVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+	controller, err := components.NewControllerDeployment(config.GetNamespace(), config.GetImageRegistry(), config.GetImagePrefix(), config.GetControllerVersion(), config.GetLauncherVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 	if err != nil {
 		return nil, fmt.Errorf("error generating virt-controller deployment %v", err)
 	}
 	strategy.deployments = append(strategy.deployments, controller)
 
-	handler, err := components.NewHandlerDaemonSet(config.GetNamespace(), config.GetImageRegistry(), config.GetHandlerVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+	handler, err := components.NewHandlerDaemonSet(config.GetNamespace(), config.GetImageRegistry(), config.GetImagePrefix(), config.GetHandlerVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 	if err != nil {
 		return nil, fmt.Errorf("error generating virt-handler deployment %v", err)
 	}
diff --git a/pkg/virt-operator/kubevirt.go b/pkg/virt-operator/kubevirt.go
index 315dfbeb9def..846a8529b6c9 100644
--- a/pkg/virt-operator/kubevirt.go
+++ b/pkg/virt-operator/kubevirt.go
@@ -568,7 +568,7 @@ func (c *KubeVirtController) execute(key string) error {
 
 func (c *KubeVirtController) generateInstallStrategyJob(config *operatorutil.KubeVirtDeploymentConfig) (*batchv1.Job, error) {
 
-	operatorImage := fmt.Sprintf("%s/%s%s", config.GetImageRegistry(), "virt-operator", components.AddVersionSeparatorPrefix(config.GetOperatorVersion()))
+	operatorImage := fmt.Sprintf("%s/%s%s%s", config.GetImageRegistry(), config.GetImagePrefix(), "virt-operator", components.AddVersionSeparatorPrefix(config.GetOperatorVersion()))
 	deploymentConfigJson, err := config.GetJson()
 	if err != nil {
 		return nil, err
diff --git a/pkg/virt-operator/kubevirt_test.go b/pkg/virt-operator/kubevirt_test.go
index 44014eb07cb7..13e7ed1411ca 100644
--- a/pkg/virt-operator/kubevirt_test.go
+++ b/pkg/virt-operator/kubevirt_test.go
@@ -548,7 +548,7 @@ var _ = Describe("KubeVirt Operator", func() {
 		// virt-api
 		// virt-controller
 		// virt-handler
-		apiDeployment, _ := components.NewApiServerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetApiVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+		apiDeployment, _ := components.NewApiServerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetImagePrefix(), config.GetApiVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 
 		pod := &k8sv1.Pod{
 			ObjectMeta: apiDeployment.Spec.Template.ObjectMeta,
@@ -564,7 +564,7 @@ var _ = Describe("KubeVirt Operator", func() {
 		pod.Name = "virt-api-xxxx"
 		addPod(pod)
 
-		controller, _ := components.NewControllerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetControllerVersion(), config.GetLauncherVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+		controller, _ := components.NewControllerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetImagePrefix(), config.GetControllerVersion(), config.GetLauncherVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 		pod = &k8sv1.Pod{
 			ObjectMeta: controller.Spec.Template.ObjectMeta,
 			Spec:       controller.Spec.Template.Spec,
@@ -579,7 +579,7 @@ var _ = Describe("KubeVirt Operator", func() {
 		injectMetadata(&pod.ObjectMeta, config)
 		addPod(pod)
 
-		handler, _ := components.NewHandlerDaemonSet(NAMESPACE, config.GetImageRegistry(), config.GetHandlerVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+		handler, _ := components.NewHandlerDaemonSet(NAMESPACE, config.GetImageRegistry(), config.GetImagePrefix(), config.GetHandlerVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 		pod = &k8sv1.Pod{
 			ObjectMeta: handler.Spec.Template.ObjectMeta,
 			Spec:       handler.Spec.Template.Spec,
@@ -746,11 +746,11 @@ var _ = Describe("KubeVirt Operator", func() {
 		// services and deployments
 		all = append(all, components.NewPrometheusService(NAMESPACE))
 		all = append(all, components.NewApiServerService(NAMESPACE))
-		apiDeployment, _ := components.NewApiServerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetApiVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+		apiDeployment, _ := components.NewApiServerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetImagePrefix(), config.GetApiVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 		apiDeploymentPdb := components.NewPodDisruptionBudgetForDeployment(apiDeployment)
-		controller, _ := components.NewControllerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetControllerVersion(), config.GetLauncherVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+		controller, _ := components.NewControllerDeployment(NAMESPACE, config.GetImageRegistry(), config.GetImagePrefix(), config.GetControllerVersion(), config.GetLauncherVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 		controllerPdb := components.NewPodDisruptionBudgetForDeployment(controller)
-		handler, _ := components.NewHandlerDaemonSet(NAMESPACE, config.GetImageRegistry(), config.GetApiVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
+		handler, _ := components.NewHandlerDaemonSet(NAMESPACE, config.GetImageRegistry(), config.GetImagePrefix(), config.GetHandlerVersion(), config.GetImagePullPolicy(), config.GetVerbosity())
 		all = append(all, apiDeployment, apiDeploymentPdb, controller, controllerPdb, handler)
 
 		all = append(all, rbac.GetAllServiceMonitor(NAMESPACE, config.GetMonitorNamespace(), config.GetMonitorServiceAccount())...)
diff --git a/pkg/virt-operator/util/config.go b/pkg/virt-operator/util/config.go
index 2f8ede04e1ec..dcafeafb40ff 100644
--- a/pkg/virt-operator/util/config.go
+++ b/pkg/virt-operator/util/config.go
@@ -67,13 +67,14 @@ const (
 	DefaultMonitorAccount = "prometheus-k8s"
 
 	// the regex used to parse the operator image
-	operatorImageRegex = "^(.*)/virt-operator([@:].*)?$"
+	operatorImageRegex = "^(.*)/(.*)virt-operator([@:].*)?$"
 )
 
 type KubeVirtDeploymentConfig struct {
-	ID        string `json:"id,omitempty" optional:"true"`
-	Namespace string `json:"namespace,omitempty" optional:"true"`
-	Registry  string `json:"registry,omitempty" optional:"true"`
+	ID          string `json:"id,omitempty" optional:"true"`
+	Namespace   string `json:"namespace,omitempty" optional:"true"`
+	Registry    string `json:"registry,omitempty" optional:"true"`
+	ImagePrefix string `json:"imagePrefix,omitempty" optional:"true"`
 
 	// the KubeVirt version
 	// matches the image tag, if tags are used, either by the manifest, or by the KubeVirt CR
@@ -155,14 +156,16 @@ func getConfig(registry, tag, namespace string, additionalProperties map[string]
 	tagFromOperator := ""
 	operatorSha := ""
 	skipShasums := false
+	imagePrefix := ""
 
 	if len(matches) == 1 {
 		// only use registry from operator image if it was not given yet
 		if registry == "" {
 			registry = matches[0][1]
 		}
+		imagePrefix = matches[0][2]
 
-		version := matches[0][2]
+		version := matches[0][3]
 		if version == "" {
 			tagFromOperator = "latest"
 		} else if strings.HasPrefix(version, ":") {
@@ -183,7 +186,7 @@ func getConfig(registry, tag, namespace string, additionalProperties map[string]
 		}
 	}
 
-	config := newDeploymentConfigWithTag(registry, tag, namespace, additionalProperties)
+	config := newDeploymentConfigWithTag(registry, imagePrefix, tag, namespace, additionalProperties)
 	if skipShasums {
 		return config
 	}
@@ -195,7 +198,7 @@ func getConfig(registry, tag, namespace string, additionalProperties map[string]
 	launcherSha := os.Getenv(VirtLauncherShasumEnvName)
 	kubeVirtVersion := os.Getenv(KubeVirtVersionEnvName)
 	if operatorSha != "" && apiSha != "" && controllerSha != "" && handlerSha != "" && launcherSha != "" && kubeVirtVersion != "" {
-		config = newDeploymentConfigWithShasums(registry, kubeVirtVersion, operatorSha, apiSha, controllerSha, handlerSha, launcherSha, namespace, additionalProperties)
+		config = newDeploymentConfigWithShasums(registry, imagePrefix, kubeVirtVersion, operatorSha, apiSha, controllerSha, handlerSha, launcherSha, namespace, additionalProperties)
 	}
 
 	return config
@@ -209,7 +212,7 @@ func VerifyEnv() error {
 	}
 	imageRegEx := regexp.MustCompile(operatorImageRegex)
 	matches := imageRegEx.FindAllStringSubmatch(imageString, 1)
-	if len(matches) != 1 || len(matches[0]) != 3 {
+	if len(matches) != 1 || len(matches[0]) != 4 {
 		return fmt.Errorf("can not parse operator image env var %s", imageString)
 	}
 
@@ -230,9 +233,10 @@ func VerifyEnv() error {
 	return nil
 }
 
-func newDeploymentConfigWithTag(registry, tag, namespace string, kvSpec map[string]string) *KubeVirtDeploymentConfig {
+func newDeploymentConfigWithTag(registry, imagePrefix, tag, namespace string, kvSpec map[string]string) *KubeVirtDeploymentConfig {
 	c := &KubeVirtDeploymentConfig{
 		Registry:             registry,
+		ImagePrefix:          imagePrefix,
 		KubeVirtVersion:      tag,
 		Namespace:            namespace,
 		AdditionalProperties: kvSpec,
@@ -241,9 +245,10 @@ func newDeploymentConfigWithTag(registry, tag, namespace string, kvSpec map[stri
 	return c
 }
 
-func newDeploymentConfigWithShasums(registry, kubeVirtVersion, operatorSha, apiSha, controllerSha, handlerSha, launcherSha, namespace string, additionalProperties map[string]string) *KubeVirtDeploymentConfig {
+func newDeploymentConfigWithShasums(registry, imagePrefix, kubeVirtVersion, operatorSha, apiSha, controllerSha, handlerSha, launcherSha, namespace string, additionalProperties map[string]string) *KubeVirtDeploymentConfig {
 	c := &KubeVirtDeploymentConfig{
 		Registry:             registry,
+		ImagePrefix:          imagePrefix,
 		KubeVirtVersion:      kubeVirtVersion,
 		VirtOperatorSha:      operatorSha,
 		VirtApiSha:           apiSha,
@@ -300,6 +305,10 @@ func (c *KubeVirtDeploymentConfig) GetImageRegistry() string {
 	return c.Registry
 }
 
+func (c *KubeVirtDeploymentConfig) GetImagePrefix() string {
+	return c.ImagePrefix
+}
+
 func (c *KubeVirtDeploymentConfig) UseShasums() bool {
 	return c.VirtOperatorSha != "" && c.VirtApiSha != "" && c.VirtControllerSha != "" && c.VirtHandlerSha != "" && c.VirtLauncherSha != ""
 }
diff --git a/pkg/virt-operator/util/config_test.go b/pkg/virt-operator/util/config_test.go
index 5043aa676893..a6918212fe6b 100644
--- a/pkg/virt-operator/util/config_test.go
+++ b/pkg/virt-operator/util/config_test.go
@@ -134,13 +134,14 @@ var _ = Describe("Operator Config", func() {
 
 	Describe("Config json from env var", func() {
 		It("should be parsed", func() {
-			json := `{"id":"9ca7273e4d5f1bee842f64a8baabc15cbbf1ce59","namespace":"kubevirt","registry":"registry:5000/kubevirt","kubeVirtVersion":"devel","additionalProperties":{"ImagePullPolicy":"IfNotPresent"}}`
+			json := `{"id":"9ca7273e4d5f1bee842f64a8baabc15cbbf1ce59","namespace":"kubevirt","registry":"registry:5000/kubevirt","imagePrefix":"somePrefix","kubeVirtVersion":"devel","additionalProperties":{"ImagePullPolicy":"IfNotPresent"}}`
 			os.Setenv(TargetDeploymentConfig, json)
 			parsedConfig, err := GetConfigFromEnv()
 			Expect(err).ToNot(HaveOccurred())
 			Expect(parsedConfig.GetDeploymentID()).To(Equal("9ca7273e4d5f1bee842f64a8baabc15cbbf1ce59"))
 			Expect(parsedConfig.GetNamespace()).To(Equal("kubevirt"))
 			Expect(parsedConfig.GetImageRegistry()).To(Equal("registry:5000/kubevirt"))
+			Expect(parsedConfig.GetImagePrefix()).To(Equal("somePrefix"))
 			Expect(parsedConfig.GetKubeVirtVersion()).To(Equal("devel"))
 			Expect(parsedConfig.GetImagePullPolicy()).To(Equal(k8sv1.PullIfNotPresent))
 		})
diff --git a/tests/BUILD.bazel b/tests/BUILD.bazel
index cf467c5b1a54..d5b005d9c1a0 100644
--- a/tests/BUILD.bazel
+++ b/tests/BUILD.bazel
@@ -118,6 +118,7 @@ go_test(
         "//pkg/virt-handler/device-manager:go_default_library",
         "//pkg/virt-launcher/virtwrap/api:go_default_library",
         "//pkg/virt-operator/creation/components:go_default_library",
+        "//pkg/virt-operator/util:go_default_library",
         "//pkg/virtctl/expose:go_default_library",
         "//pkg/virtctl/vm:go_default_library",
         "//staging/src/kubevirt.io/client-go/api/v1:go_default_library",
diff --git a/tests/operator_test.go b/tests/operator_test.go
index 0f96b3fc6bfd..fe430a9e9279 100644
--- a/tests/operator_test.go
+++ b/tests/operator_test.go
@@ -29,6 +29,8 @@ import (
 	"strings"
 	"time"
 
+	v12 "k8s.io/api/apps/v1"
+
 	. "github.com/onsi/ginkgo"
 	. "github.com/onsi/gomega"
 	k8sv1 "k8s.io/api/core/v1"
@@ -43,6 +45,7 @@ import (
 	cdiv1 "kubevirt.io/containerized-data-importer/pkg/apis/core/v1alpha1"
 	"kubevirt.io/kubevirt/pkg/controller"
 	"kubevirt.io/kubevirt/pkg/virt-operator/creation/components"
+	"kubevirt.io/kubevirt/pkg/virt-operator/util"
 	"kubevirt.io/kubevirt/tests"
 )
 
@@ -322,19 +325,64 @@ var _ = Describe("Operator", func() {
 		}, 10*time.Second, 1*time.Second).ShouldNot(HaveOccurred())
 	}
 
-	patchOperatorVersion := func(version string) bool {
+	parseDaemonset := func(name string) (daemonSet *v12.DaemonSet, image, registry, imagePrefix, version string) {
+		var err error
+		daemonSet, err = virtClient.AppsV1().DaemonSets(tests.KubeVirtInstallNamespace).Get(name, metav1.GetOptions{})
+		Expect(err).ToNot(HaveOccurred())
+		image = daemonSet.Spec.Template.Spec.Containers[0].Image
+		imageRegEx := regexp.MustCompile(fmt.Sprintf("%s%s%s", `^(.*)/(.*)`, name, `([@:].*)?$`))
+		matches := imageRegEx.FindAllStringSubmatch(image, 1)
+		Expect(len(matches)).To(Equal(1))
+		Expect(len(matches[0])).To(Equal(4))
+		registry = matches[0][1]
+		imagePrefix = matches[0][2]
+		version = matches[0][3]
+		return
+	}
+
+	parseImage := func(name, image string) (registry, imagePrefix, version string) {
+		imageRegEx := regexp.MustCompile(fmt.Sprintf("%s%s%s", `^(.*)/(.*)`, name, `([@:].*)?$`))
+		matches := imageRegEx.FindAllStringSubmatch(image, 1)
+		Expect(len(matches)).To(Equal(1))
+		Expect(len(matches[0])).To(Equal(4))
+		registry = matches[0][1]
+		imagePrefix = matches[0][2]
+		version = matches[0][3]
+		return
+	}
+
+	parseDeployment := func(name string) (deployment *v12.Deployment, image, registry, imagePrefix, version string) {
+		var err error
+		deployment, err = virtClient.AppsV1().Deployments(tests.KubeVirtInstallNamespace).Get(name, metav1.GetOptions{})
+		Expect(err).ToNot(HaveOccurred())
+		image = deployment.Spec.Template.Spec.Containers[0].Image
+		registry, imagePrefix, version = parseImage(name, image)
+		return
+	}
+
+	parseOperatorImage := func() (operator *v12.Deployment, image, registry, imagePrefix, version string) {
+		return parseDeployment("virt-operator")
+	}
+
+	patchOperator := func(imagePrefix, version *string) bool {
 
 		modified := true
 
 		Eventually(func() error {
 
-			operator, err := virtClient.AppsV1().Deployments(tests.KubeVirtInstallNamespace).Get("virt-operator", metav1.GetOptions{})
-
-			imageRegEx := regexp.MustCompile(`^(.*)/virt-operator([@:].*)?$`)
-			oldImage := operator.Spec.Template.Spec.Containers[0].Image
-			matches := imageRegEx.FindAllStringSubmatch(oldImage, 1)
-			registry := matches[0][1]
-			newImage := fmt.Sprintf("%s/virt-operator%s", registry, components.AddVersionSeparatorPrefix(version))
+			operator, oldImage, registry, oldPrefix, oldVersion := parseOperatorImage()
+			if imagePrefix == nil {
+				// keep old prefix
+				imagePrefix = &oldPrefix
+			}
+			if version == nil {
+				// keep old version
+				version = &oldVersion
+			} else {
+				newVersion := components.AddVersionSeparatorPrefix(*version)
+				version = &newVersion
+			}
+			newImage := fmt.Sprintf("%s/%svirt-operator%s", registry, *imagePrefix, *version)
 
 			if oldImage == newImage {
 				modified = false
@@ -343,7 +391,7 @@ var _ = Describe("Operator", func() {
 
 			operator.Spec.Template.Spec.Containers[0].Image = newImage
 			for idx, env := range operator.Spec.Template.Spec.Containers[0].Env {
-				if env.Name == "OPERATOR_IMAGE" {
+				if env.Name == util.OperatorImageEnvName {
 					env.Value = newImage
 					operator.Spec.Template.Spec.Containers[0].Env[idx] = env
 					break
@@ -433,13 +481,7 @@ var _ = Describe("Operator", func() {
 		}
 
 		// save the operator sha
-		operator, err := virtClient.AppsV1().Deployments(tests.KubeVirtInstallNamespace).Get("virt-operator", metav1.GetOptions{})
-		Expect(err).ToNot(HaveOccurred())
-		imageRegEx := regexp.MustCompile(`^(.*)/virt-operator([@:].*)?$`)
-		matches := imageRegEx.FindAllStringSubmatch(operator.Spec.Template.Spec.Containers[0].Image, 1)
-		Expect(len(matches)).To(Equal(1))
-		Expect(len(matches[0])).To(Equal(3))
-		version := matches[0][2]
+		_, _, _, _, version := parseOperatorImage()
 		Expect(strings.HasPrefix(version, "@")).To(BeTrue())
 		originalOperatorVersion = strings.TrimPrefix(version, "@")
 
@@ -562,7 +604,7 @@ spec:
 			createKv(copyOriginalKv())
 		}
 
-		modified := patchOperatorVersion(originalOperatorVersion)
+		modified := patchOperator(nil, &originalOperatorVersion)
 		if modified {
 			// make sure we wait until redeploymemt started
 			waitForUpdateCondition(originalKv)
@@ -897,6 +939,73 @@ spec:
 			deleteAllKvAndWait(false)
 		})
 
+		// this test ensures that we can deal with image prefixes in case they are not used for tests already
+		It("should be able to create kubevirt install with image prefix", func() {
+
+			if tests.ImagePrefixAlt == "" {
+				Skip("Skip operator imagePrefix test because imagePrefixAlt is not present")
+			}
+
+			kv := copyOriginalKv()
+
+			allPodsAreReady(originalKv)
+			sanityCheckDeploymentsExist()
+
+			_, _, _, oldPrefix, _ := parseOperatorImage()
+
+			By("Update Operator using imagePrefixAlt")
+			patchOperator(&tests.ImagePrefixAlt, nil)
+
+			// should result in kubevirt cr entering updating state
+			By("Wait for Updating Condition")
+			waitForUpdateCondition(kv)
+
+			By("Waiting for KV to stabilize")
+			waitForKv(kv)
+
+			By("Verifying infrastructure Is Updated")
+			allPodsAreReady(kv)
+
+			By("Verifying deployments have prefix")
+			for _, name := range []string{"virt-operator", "virt-api", "virt-controller"} {
+				_, _, _, prefix, _ := parseDeployment(name)
+				Expect(prefix).To(Equal(tests.ImagePrefixAlt), fmt.Sprintf("%s should have correct image prefix", name))
+			}
+			_, _, _, prefix, _ := parseDaemonset("virt-handler")
+			Expect(prefix).To(Equal(tests.ImagePrefixAlt), "virt-handler should have correct image prefix")
+
+			By("Verifying VMs are working")
+			vmi := tests.NewRandomVMIWithEphemeralDisk(tests.ContainerDiskFor(tests.ContainerDiskAlpine))
+			vmi, err := virtClient.VirtualMachineInstance(tests.NamespaceTestDefault).Create(vmi)
+			Expect(err).ShouldNot(HaveOccurred(), "Create VMI successfully")
+			tests.WaitForSuccessfulVMIStart(vmi)
+
+			By("Verifying virt-launcher image is also prefixed")
+			pod := tests.GetRunningPodByVirtualMachineInstance(vmi, vmi.Namespace)
+			for _, container := range pod.Spec.Containers {
+				if container.Name == "compute" {
+					_, prefix, _ := parseImage("virt-launcher", container.Image)
+					Expect(prefix).To(Equal(tests.ImagePrefixAlt), "launcher image should have prefix")
+				}
+			}
+
+			By("Deleting VM")
+			err = virtClient.VirtualMachineInstance(tests.NamespaceTestDefault).Delete(vmi.Name, &metav1.DeleteOptions{})
+			Expect(err).ShouldNot(HaveOccurred(), "Delete VMI successfully")
+
+			By("Restore Operator using original imagePrefix ")
+			patchOperator(&oldPrefix, nil)
+
+			By("Wait for Updating Condition")
+			waitForUpdateCondition(kv)
+
+			By("Waiting for KV to stabilize")
+			waitForKv(kv)
+
+			By("Verifying infrastructure Is Restored to original version")
+			allPodsAreReady(kv)
+		})
+
 		It("should be able to update kubevirt install with custom image tag", func() {
 
 			if tests.KubeVirtVersionTagAlt == "" {
@@ -959,7 +1068,7 @@ spec:
 			sanityCheckDeploymentsExist()
 
 			By("Update Virt-Operator using  Alt Tag")
-			patchOperatorVersion(tests.KubeVirtVersionTagAlt)
+			patchOperator(nil, &tests.KubeVirtVersionTagAlt)
 
 			// should result in kubevirt cr entering updating state
 			By("Wait for Updating Condition")
@@ -973,7 +1082,7 @@ spec:
 
 			// by using the tag, we also test if resetting (in AfterEach) from tag to sha for the same "version" works
 			By("Restore Operator Version using original tag. ")
-			patchOperatorVersion(tests.KubeVirtVersionTag)
+			patchOperator(nil, &tests.KubeVirtVersionTag)
 
 			By("Wait for Updating Condition")
 			waitForUpdateCondition(kv)
diff --git a/tests/utils.go b/tests/utils.go
index 8be11178ff50..78d4ad29af99 100644
--- a/tests/utils.go
+++ b/tests/utils.go
@@ -90,6 +90,7 @@ var KubeVirtVersionTag = "latest"
 var KubeVirtVersionTagAlt = ""
 var KubeVirtUtilityRepoPrefix = ""
 var KubeVirtRepoPrefix = "kubevirt"
+var ImagePrefixAlt = ""
 var ContainerizedDataImporterNamespace = "cdi"
 var KubeVirtKubectlPath = ""
 var KubeVirtOcPath = ""
@@ -110,6 +111,7 @@ func init() {
 	flag.StringVar(&KubeVirtVersionTagAlt, "container-tag-alt", "", "An alternate tag that can be used to test operator deployments")
 	flag.StringVar(&KubeVirtUtilityRepoPrefix, "utility-container-prefix", "", "Set the repository prefix for all images")
 	flag.StringVar(&KubeVirtRepoPrefix, "container-prefix", "kubevirt", "Set the repository prefix for all images")
+	flag.StringVar(&ImagePrefixAlt, "image-prefix-alt", "", "Optional prefix for virt-* image names for additional imagePrefix operator test")
 	flag.StringVar(&ContainerizedDataImporterNamespace, "cdi-namespace", "cdi", "Set the repository prefix for CDI components")
 	flag.StringVar(&KubeVirtKubectlPath, "kubectl-path", "", "Set path to kubectl binary")
 	flag.StringVar(&KubeVirtOcPath, "oc-path", "", "Set path to oc binary")
diff --git a/tools/csv-generator/csv-generator.go b/tools/csv-generator/csv-generator.go
index dba31947009c..b82d4c31c0a0 100644
--- a/tools/csv-generator/csv-generator.go
+++ b/tools/csv-generator/csv-generator.go
@@ -31,6 +31,7 @@ import (
 func main() {
 	namespace := flag.String("namespace", "placeholder", "Namespace to use.")
 	operatorImageVersion := flag.String("operatorImageVersion", "latest", "Image sha256 hash or image tag used to uniquely identify the operator container image to use in the CSV")
+	imagePrefix := flag.String("imagePrefix", "", "Optional prefix for virt-* image names.")
 	dockerPrefix := flag.String("dockerPrefix", "kubevirt", "Image Repository to use.")
 	kubeVirtVersion := flag.String("kubeVirtVersion", "", "represents the KubeVirt releaseassociated with this CSV. Required when image SHAs are used.")
 	pullPolicy := flag.String("pullPolicy", "IfNotPresent", "ImagePullPolicy to use.")
@@ -52,6 +53,7 @@ func main() {
 		KubeVirtVersion:      *kubeVirtVersion,
 		OperatorImageVersion: *operatorImageVersion,
 		DockerPrefix:         *dockerPrefix,
+		ImagePrefix:          *imagePrefix,
 		ImagePullPolicy:      *pullPolicy,
 		Verbosity:            *verbosity,
 		CsvVersion:           *csvVersion,
diff --git a/tools/manifest-templator/manifest-templator.go b/tools/manifest-templator/manifest-templator.go
index 38f7f363bea3..2e6d42321d8b 100644
--- a/tools/manifest-templator/manifest-templator.go
+++ b/tools/manifest-templator/manifest-templator.go
@@ -47,6 +47,7 @@ type templateData struct {
 	CSVNamespace           string
 	DockerTag              string
 	DockerPrefix           string
+	ImagePrefix            string
 	ImagePullPolicy        string
 	Verbosity              string
 	CsvVersion             string
@@ -71,6 +72,7 @@ func main() {
 	csvNamespace := flag.String("csv-namespace", "placeholder", "")
 	cdiNamespace := flag.String("cdi-namespace", "", "")
 	dockerPrefix := flag.String("container-prefix", "", "")
+	imagePrefix := flag.String("image-prefix", "", "")
 	dockerTag := flag.String("container-tag", "", "")
 	csvVersion := flag.String("csv-version", "", "")
 	imagePullPolicy := flag.String("image-pull-policy", "IfNotPresent", "")
@@ -107,6 +109,7 @@ func main() {
 		data.CDINamespace = *cdiNamespace
 		data.DockerTag = *dockerTag
 		data.DockerPrefix = *dockerPrefix
+		data.ImagePrefix = *imagePrefix
 		data.ImagePullPolicy = *imagePullPolicy
 		data.Verbosity = fmt.Sprintf("\"%s\"", *verbosity)
 		data.CsvVersion = *csvVersion
@@ -150,6 +153,7 @@ func main() {
 		data.CDINamespace = "{{.CDINamespace}}"
 		data.DockerTag = "{{.DockerTag}}"
 		data.DockerPrefix = "{{.DockerPrefix}}"
+		data.ImagePrefix = "{{.ImagePrefix}}"
 		data.ImagePullPolicy = "{{.ImagePullPolicy}}"
 		data.Verbosity = "{{.Verbosity}}"
 		data.CsvVersion = "{{.CsvVersion}}"
@@ -211,8 +215,10 @@ func getOperatorDeploymentSpec(data templateData, indentation int) string {
 		version = data.VirtOperatorSha
 	}
 
-	deployment, err := components.NewOperatorDeployment(data.Namespace,
+	deployment, err := components.NewOperatorDeployment(
+		data.Namespace,
 		data.DockerPrefix,
+		data.ImagePrefix,
 		version,
 		v1.PullPolicy(data.ImagePullPolicy),
 		data.Verbosity,
diff --git a/tools/resource-generator/resource-generator.go b/tools/resource-generator/resource-generator.go
index 73abb706013d..0164a9459aed 100644
--- a/tools/resource-generator/resource-generator.go
+++ b/tools/resource-generator/resource-generator.go
@@ -35,6 +35,7 @@ func main() {
 	resourceType := flag.String("type", "", "Type of resource to generate. vmi | vmipreset | vmirs | vm | vmim | kv | rbac")
 	namespace := flag.String("namespace", "kube-system", "Namespace to use.")
 	repository := flag.String("repository", "kubevirt", "Image Repository to use.")
+	imagePrefix := flag.String("imagePrefix", "", "Optional prefix for virt-* image names.")
 	version := flag.String("version", "latest", "Version to use.")
 	launcherVersion := flag.String("launcherVersion", "latest", "Version to use for virt-launcher. Only relevant for controller manifest.")
 	pullPolicy := flag.String("pullPolicy", "IfNotPresent", "ImagePullPolicy to use.")
@@ -83,25 +84,25 @@ func main() {
 	case "prometheus":
 		util.MarshallObject(components.NewPrometheusService(*namespace), os.Stdout)
 	case "virt-api":
-		apisService := components.NewApiServerService(*namespace)
-		apiDeployment, err := components.NewApiServerDeployment(*namespace, *repository, *version, imagePullPolicy, *verbosity)
+		apiService := components.NewApiServerService(*namespace)
+		apiDeployment, err := components.NewApiServerDeployment(*namespace, *repository, *imagePrefix, *version, imagePullPolicy, *verbosity)
 		if err != nil {
 			panic(fmt.Errorf("error generating virt-apiserver deployment %v", err))
 
 		}
-		all := []interface{}{apisService, apiDeployment}
+		all := []interface{}{apiService, apiDeployment}
 		for _, r := range all {
 			util.MarshallObject(r, os.Stdout)
 		}
 	case "virt-controller":
-		controller, err := components.NewControllerDeployment(*namespace, *repository, *version, *launcherVersion, imagePullPolicy, *verbosity)
+		controller, err := components.NewControllerDeployment(*namespace, *repository, *imagePrefix, *version, *launcherVersion, imagePullPolicy, *verbosity)
 		if err != nil {
 			panic(fmt.Errorf("error generating virt-controller deployment %v", err))
 
 		}
 		util.MarshallObject(controller, os.Stdout)
 	case "virt-handler":
-		handler, err := components.NewHandlerDaemonSet(*namespace, *repository, *version, imagePullPolicy, *verbosity)
+		handler, err := components.NewHandlerDaemonSet(*namespace, *repository, *imagePrefix, *version, imagePullPolicy, *verbosity)
 		if err != nil {
 			panic(fmt.Errorf("error generating virt-handler deployment %v", err))
 		}