A/B Testing can be a great tool to help improve how your users interact with your game. And It can be used across the three main metric pillars, Engagement, Retention & Monetization.
The concept of A/B Testing is to run experiments across a cohort, segmented set, of players and compare feedback. You can measure the results of these test to create opportunities for improved engagement, retention and monetization.
Generally you will wan to follow a process:
- Write Telemetry in your game so you have metrics you can measure against
- Run analytics and create reports that allow you to visualize your players behaviors
- Create one ore more Cohorts of players from the analytic
- Then A/B Test, Run experiments to test your theories of how to improve the specific metric pillar.