Perfecting your game’s design can be difficult when you can’t see how your players interact with it. By doing A/B testing, you can make design decisions based on how your players really play the game.
The Unity Gaming Services (UGS) Use Cases are a collection of samples that implement typical backend game use cases and game design elements, show how to resolve specific development tasks, and highlight the efficiency you can achieve in your game backend by integrating different UGS packages in your project.
One of these samples is about A/B Testing.This lets you segment players into multiple test groups in order to determine which version of a specific game element is the most engaging or intuitive to your players. The example we show is testing the amount of XP required for leveling up. This particular example is suited for something like alpha playtesting of a single-player game. But this is just one example, and there are many potential uses for A/B testing with UGS, even in published or multiplayer games.
Source: Unity Technologies Blog