1. A processor-implemented method for testing a new feature of an online gaming application, comprising: receiving a gaming application request from a user; determining whether to add the user to a live test for a new game feature; if the user is added to the live test, then determining whether to assign the user to a test group or a control group; if the user is assigned to the test group, then, providing a gaming application including the new game feature enabled, evaluating gaming activity and social network activity of the user; if the user is assigned to the control group, then, providing the gaming application without the new game feature enabled, evaluating gaming activity and social network activity of the user.