Use case
Produce Controlled Variants
Change agreed dimensions around an accepted master and keep a record that a testing team can interpret.
Who this fits
Variant production fits teams with a supported master, access to its source, and specific creative questions. It does not fit a request to generate many untracked combinations or to replace the core mechanic while calling the result a variant.
Qualify the master first
- Identify the exact source and latest accepted build.
- Confirm which networks, orientations, languages, and dependencies remain supported.
- List the elements designed for variation and those coupled to the implementation.
- Record known defects or technical debt before expanding the set.
Write the matrix before the builds
Variant ID | Hypothesis | Changed element | Held constant | Decision supported |
|---|---|---|---|---|
V01 | Shorter instruction improves starts | Opening copy | Mechanic, art, difficulty, CTA | Keep or reject concise copy |
V02 | Visible reward clarifies progress | Reward treatment | Hook, mechanic, difficulty, CTA | Choose reward framing |
V03 | Combined refresh restores response | Hook + art | Mechanic and outcome | Commission a broader refresh |
The rows are a planning example, not campaign results. V03 deliberately combines changes and should be interpreted as a package, not as evidence about the hook or art separately.
Outputs
Each delivered variant has a stable identifier, change note, build/package association, review state, and QA receipt where an export was requested. The register makes it possible to join campaign results back to the creative that actually ran.
Cost and scope drivers
A variant quote depends on what the accepted master can support, how many changes are produced together, and the asset, language, export, review, and delivery work required. New mechanics, major art production, extensive localization, source recovery, and unexpected network requirements are re-scoped rather than hidden inside the variant label. The written proposal names the total fee and how additional variants would be priced.
Start from the creative test matrix and read how masters, variants, and exports differ.