As you develop new concepts, knowing which are most likely to be loved by users can help you direct your time and resources more effectively. Instead of putting your resources behind just one game – or scattering them across titles – then crossing your fingers and hoping you’ll succeed, marketability testing helps confirm if your game could be a success.
To date, marketability testing has largely only been run on social media channels like Facebook and TikTok, and it doesn’t always accurately represent a game’s potential for other user acquisition (UA) channels, like video networks. With this type of testing, you can get a comprehensive understanding of your game’s full scaling potential.
Source: Unity Technologies Blog