A/B Testing

A controlled experiment where two or more variants of a design are shown to different player segments simultaneously, with outcomes measured to determine which performs better.

In games, this means

Showing half your players an onboarding flow with a 3-step tutorial (variant A) and the other half a 5-step tutorial (variant B), then measuring day-1 retention and tutorial completion rate to determine which is more effective. A/B testing requires sufficient player volume to reach statistical significance, it is a live game tool, not a prototype one. Common pitfalls: testing too many variables simultaneously, ending tests too early, and optimising the wrong metric.