Inside the vision: The product strategy behind 40 Hell’s Cherries with Dimitar Nikolov

CT Interactive’s Chief Product Officer, Dimitar Nikolov, spoke with Focus Gaming News about how design, gameplay and player feedback shaped 40 Hell’s Cherries.

Exclusive interview.- With more than 13 years of experience in the igaming industry, Dimitar Nikolov, chief product officer at CT Interactive, plays a key role in steering the company’s innovation strategy. In a conversation with Focus Gaming, he discusses how visual design and gameplay dynamics enhance player retention and shares the creative inspiration behind CT Interactive’s latest release, 40 Hell’s Cherries.

40 Hell’s Cherries builds on one of your recent hits. What led you to create a sequel so quickly?

The success of the original game and the positive feedback from players showed us that the concept still resonated strongly with the audience. We decided to release a follow-up to adapt the game to modern trends in classic slots, refreshing the visuals, sounds, and overall presentation while preserving the core mechanics and charm that players loved.

What are the main differences or new features compared to Hell’s Cherries?

While 40 Hell’s Cherries builds on the core mechanics of the original, we’ve adapted it to align with current trends in classic slot games. The gameplay remains familiar, but we updated the visuals, sounds, and overall presentation to meet modern player expectations. These refinements ensure the game feels fresh and engaging, while preserving the timeless charm that made the original so beloved.

Expanding to 40 paylines changes the dynamic — how does this impact player engagement?

Increasing the RTP makes each spin more exciting, giving players even more chances for wins. This subtle change keeps gameplay engaging and encourages players to keep exploring the game, while maintaining the familiar flow and charm that fans loved in the original.

How did player feedback influence this follow-up version?

Player feedback helped us understand what made the original game so appealing and what modern players expect from classic slots. While the core gameplay of 40 Hell’s Cherries remains unchanged, we used this input to refine the visuals, sounds, and overall presentation, ensuring the game feels fresh and engaging for today’s audience, while keeping the charm that fans loved in the original.

What makes 40 Hell’s Cherries stand out in the crowded fruit-slot segment?

40 Hell’s Cherries stands out by combining the timeless appeal of classic fruit slots with a modern presentation. While the core gameplay remains true to the original, the updated visuals, refined sounds, and polished design make the game feel fresh and engaging. This careful balance of nostalgia and contemporary quality allows it to attract both fans of traditional slots and new players seeking a classic yet well-presented experience.

“40 Hell’s Cherries stands out by combining the timeless appeal of classic fruit slots with a modern presentation.”

Dimitar Nikolov, Chief Product Officer at CT Interactive.

How do you balance keeping the “classic slot” essence while adding new layers of excitement?

To preserve the classic feel of the slot, we retained the original core mechanics while updating the visual and audio design to make the gameplay feel fresher and more engaging. We also considered player feedback to ensure the game combines the traditional charm of the original with a presentation that meets modern expectations.

What does this game say about CT Interactive’s approach to long-term content development?

This game reflects our approach to long-term content development. We focus on nurturing successful concepts, listening carefully to player feedback, and adapting our products to meet evolving player expectations. Instead of reinventing the core mechanics, we prioritize thoughtful updates in presentation—such as visuals and audio—that keep the gameplay feeling fresh while preserving the elements that players love. Each release strengthens our portfolio, demonstrating a strategy of sustainable growth that balances consistency with subtle evolution to keep our content engaging and relevant over time