Dynamic user testing implemented in a wager gaming environment allows new content to be tested on-the-fly, and allows the content presented on the wagering game machines to be accordingly varied, while live, based on the dynamic user testing of the new content. Such dynamic user testing allows the new content to be tested without implementing expensive testing processes. Moreover, the new content can be provided on-the-fly for presentation on the wagering game machines without affecting an ongoing wagering game or taking the wagering game machines offline if the new content is determined to be more successful than the current content. Dynamic user testing allows a wager gaming environment to collect data for creating new wagering games, for promoting wagering games, and for testing new content across multiple platforms.