diff --git a/brainsnn-r3f-app/index.html b/brainsnn-r3f-app/index.html
index 0d70f1c..3b0751c 100644
--- a/brainsnn-r3f-app/index.html
+++ b/brainsnn-r3f-app/index.html
@@ -5,27 +5,27 @@
     <meta name="viewport" content="width=device-width, initial-scale=1.0" />
     <title>GaugeGap Foundry | Play with the impossible</title>
 
-    <meta name="description" content="Playable science by BrainSNN. Change the rules of live simulations, discover unexpected states, and export the exact run as a challenge, poster or short clip." />
+    <meta name="description" content="Playable science and custom interactive experiences by BrainSNN. Explore live simulations, share exact run states, or build a focused pilot for your audience." />
     <meta name="theme-color" content="#030308" />
-    <link rel="canonical" href="https://brainsnn.com/" />
+    <link rel="canonical" href="https://www.brainsnn.com/" />
     <link rel="icon" type="image/svg+xml" href="/favicon.svg" />
     <link rel="manifest" href="/site.webmanifest" />
 
     <!-- Open Graph -->
     <meta property="og:type" content="website" />
     <meta property="og:site_name" content="GaugeGap Foundry by BrainSNN" />
-    <meta property="og:title" content="GaugeGap Foundry | Don’t just learn the universe. Play with it." />
-    <meta property="og:description" content="Live science simulations, visual challenges and shareable discoveries. Change one rule, watch reality respond, and publish what you find." />
-    <meta property="og:url" content="https://brainsnn.com/" />
-    <meta property="og:image" content="https://brainsnn.com/og-image.png" />
+    <meta property="og:title" content="GaugeGap Foundry | Do not just explain the idea. Let people operate it." />
+    <meta property="og:description" content="Live science simulations, visual challenges and client-ready interactive experiences with a visible model and claim boundary." />
+    <meta property="og:url" content="https://www.brainsnn.com/" />
+    <meta property="og:image" content="https://www.brainsnn.com/og-image.png" />
     <meta property="og:image:width" content="1200" />
     <meta property="og:image:height" content="630" />
 
     <!-- Twitter -->
     <meta name="twitter:card" content="summary_large_image" />
     <meta name="twitter:title" content="GaugeGap Foundry | Play with the impossible" />
-    <meta name="twitter:description" content="Touch the variables, find a discovery, and challenge someone to beat your run." />
-    <meta name="twitter:image" content="https://brainsnn.com/og-image.png" />
+    <meta name="twitter:description" content="Explore a live system or build an interactive experience for your audience." />
+    <meta name="twitter:image" content="https://www.brainsnn.com/og-image.png" />
 
     <!-- Structured data -->
     <script type="application/ld+json">
@@ -35,8 +35,8 @@
         "name": "GaugeGap Foundry",
         "alternateName": "BrainSNN Interactive Foundry",
         "applicationCategory": "EducationalApplication",
-        "description": "An interactive science, research and publishing platform with playable simulations and reproducible shared run states.",
-        "url": "https://brainsnn.com/",
+        "description": "An interactive science, research and publishing platform with playable simulations, reproducible shared states and custom client pilots.",
+        "url": "https://www.brainsnn.com/",
         "operatingSystem": "Web",
         "isAccessibleForFree": true
       }
diff --git a/brainsnn-r3f-app/src/app/GaugeGapLanding.jsx b/brainsnn-r3f-app/src/app/GaugeGapLanding.jsx
index 7a079d4..82156e8 100644
--- a/brainsnn-r3f-app/src/app/GaugeGapLanding.jsx
+++ b/brainsnn-r3f-app/src/app/GaugeGapLanding.jsx
@@ -2,56 +2,58 @@ import React, { useEffect } from 'react';
 import {
   ArrowRight,
   BrainCircuit,
-  Bug,
-  Car,
   CheckCircle2,
   ChevronDown,
-  CircleDot,
-  Dna,
   FlaskConical,
-  Gauge,
-  Grid3X3,
   Layers3,
-  Leaf,
   Microscope,
-  Orbit,
   Play,
   Share2,
   Shield,
   Sparkles,
   WandSparkles,
-  Waves,
-  Wind,
   Zap,
 } from 'lucide-react';
 import { Button } from '../components/ui/Button.jsx';
 import { ExperimentArcade } from '../features/gaugegap/ExperimentArcade.jsx';
+import { ClientPathways, TrustLadder, VisitorRoutes } from '../features/gaugegap/AudiencePathways.jsx';
 import { track } from '../lib/analytics.js';
 import '../styles/gaugegap.css';
+import '../styles/arcade-discovery.css';
 
 const CONTENT_SAMPLE = 'Everyone says this breakthrough changes everything. Here is what the evidence actually shows, what remains uncertain, and the one result worth paying attention to.';
 
-const LABS = [
-  { id: 'attractor', eyebrow: 'Live experiment 001', title: 'Butterfly Effect Lab', description: 'Tune a chaotic system until order and turbulence balance on the same orbit.', icon: Gauge, action: 'Shape chaos' },
-  { id: 'fireflies', eyebrow: 'Live experiment 002', title: 'Firefly Sync Lab', description: 'Connect hundreds of independent clocks and watch collective rhythm emerge without a leader.', icon: Sparkles, action: 'Sync the swarm' },
-  { id: 'waves', eyebrow: 'Live experiment 003', title: 'Wave Eraser', description: 'Move a detector through overlapping waves and find the exact places where energy disappears.', icon: Waves, action: 'Find silence' },
-  { id: 'reaction', eyebrow: 'Live experiment 004', title: 'Living Chemistry', description: 'Draw into a reaction-diffusion field and grow coral, cells, worms and mazes from two chemicals.', icon: Dna, action: 'Grow a species' },
-  { id: 'gravity', eyebrow: 'Live experiment 005', title: 'Gravity Forge', description: 'Launch planets into a live n-body field and build an orbital system that does not destroy itself.', icon: Orbit, action: 'Build a system' },
-  { id: 'flock', eyebrow: 'Live experiment 006', title: 'Flock Mind', description: 'Steer a leaderless crowd as predator or beacon while local rules create group intelligence.', icon: Wind, action: 'Steer emergence' },
-  { id: 'outbreak', eyebrow: 'Live experiment 007', title: 'Outbreak Zero', description: 'Pick patient zero, spend twelve vaccines and interrupt the contact graph before it turns red.', icon: Shield, action: 'Contain it' },
-  { id: 'pendulum', eyebrow: 'Live experiment 008', title: 'Chaos Twins', description: 'Race two nearly identical double pendulums and measure when their futures stop agreeing.', icon: CircleDot, action: 'Race the futures' },
-  { id: 'ants', eyebrow: 'Live experiment 009', title: 'Ant Trail Architect', description: 'Place food and barriers while a leaderless colony discovers and reinforces its own road system.', icon: Bug, action: 'Build ant roads' },
-  { id: 'traffic', eyebrow: 'Live experiment 010', title: 'Traffic Tamer', description: 'Control signal phases under rising demand and keep every queue from becoming a citywide jam.', icon: Car, action: 'Run the lights' },
-  { id: 'life', eyebrow: 'Live experiment 011', title: 'Life Painter', description: 'Paint living cells and let four tiny rules transform them into moving computational machines.', icon: Grid3X3, action: 'Paint a universe' },
-  { id: 'ecosystem', eyebrow: 'Live experiment 012', title: 'Ecosystem Keeper', description: 'Add plants, prey or predators and keep an entire food web alive through delayed feedback.', icon: Leaf, action: 'Balance the world' },
-  { id: 'soliton', eyebrow: 'Research engine', title: 'Soliton Collision Lab', description: 'Launch nonlinear waves, change their amplitude and watch them pass through one another without losing identity.', icon: Zap, action: 'Open research lab' },
-  { id: 'content', eyebrow: 'BrainSNN crossover', title: 'Mind-Hack Autopsy', description: 'Paste viral content and expose the emotional pressure, trust cost and attention mechanics hiding inside it.', icon: BrainCircuit, action: 'Scan a viral claim' },
+const DEEPER_TOOLS = [
+  {
+    id: 'soliton',
+    eyebrow: 'Research workspace',
+    title: 'Soliton Collision Lab',
+    description: 'Move from a visual demonstration into nonlinear-wave controls, diagnostics and model-specific outputs.',
+    icon: Zap,
+    action: 'Open research mode',
+  },
+  {
+    id: 'content',
+    eyebrow: 'BrainSNN engine',
+    title: 'Mind-Hack Autopsy',
+    description: 'Paste content and expose attention pressure, emotional charge, trust cost and manipulation signals.',
+    icon: BrainCircuit,
+    action: 'Test the decision engine',
+  },
+  {
+    id: 'reconstruct',
+    eyebrow: 'Claim boundary',
+    title: 'Reconstruct a Stronger Claim',
+    description: 'Separate what the evidence supports from what the story merely implies, then rebuild the claim responsibly.',
+    icon: Shield,
+    action: 'Build a defensible claim',
+  },
 ];
 
 const LOOP = [
-  { number: '01', title: 'Play', text: 'Touch the variables before reading the lesson. The system teaches through response.' },
-  { number: '02', title: 'Return', text: 'Daily missions, XP, levels and achievements create a reason to explore another system tomorrow.' },
-  { number: '03', title: 'Publish', text: 'Share the visual, challenge link, score and explanation from the same experiment state.' },
+  { number: '01', title: 'Play', text: 'Touch the system before reading the explanation. Immediate response earns attention.' },
+  { number: '02', title: 'Understand', text: 'Missions, model notes and visible limits connect the experience to the underlying mechanism.' },
+  { number: '03', title: 'Publish', text: 'Share the run, challenge and explanation from the same experiment state.' },
 ];
 
 const ARCADE_IDS = new Set(['attractor', 'fireflies', 'waves', 'reaction', 'gravity', 'flock', 'outbreak', 'pendulum', 'ants', 'traffic', 'life', 'ecosystem']);
@@ -62,9 +64,18 @@ export function GaugeGapLanding({ onStart, onNavigate, onOpenReconstruct }) {
     track('gaugegap_landing_viewed');
   }, []);
 
+  function scrollTo(id) {
+    document.getElementById(id)?.scrollIntoView({ behavior: 'smooth', block: 'start' });
+  }
+
   function scrollToPlayground() {
     track('gaugegap_hero_play_clicked');
-    document.getElementById('playground')?.scrollIntoView({ behavior: 'smooth', block: 'start' });
+    scrollTo('playground');
+  }
+
+  function openResearch() {
+    track('gaugegap_research_cta_clicked');
+    onNavigate?.('research');
   }
 
   function openLab(id) {
@@ -79,8 +90,9 @@ export function GaugeGapLanding({ onStart, onNavigate, onOpenReconstruct }) {
       window.dispatchEvent(new CustomEvent('gaugegap:lab', { detail: { lab: id } }));
       scrollToPlayground();
     }
-    if (id === 'soliton') onNavigate?.('research');
+    if (id === 'soliton') openResearch();
     if (id === 'content') onStart?.(CONTENT_SAMPLE);
+    if (id === 'reconstruct') onOpenReconstruct?.();
   }
 
   return (
@@ -93,12 +105,12 @@ export function GaugeGapLanding({ onStart, onNavigate, onOpenReconstruct }) {
         </button>
         <nav className="gg-nav-links" aria-label="Primary">
           <button type="button" onClick={scrollToPlayground}>Arcade</button>
-          <button type="button" onClick={() => document.getElementById('labs')?.scrollIntoView({ behavior: 'smooth' })}>Experiments</button>
-          <button type="button" onClick={() => onNavigate?.('research')}>Research</button>
+          <button type="button" onClick={() => scrollTo('clients')}>For organizations</button>
+          <button type="button" onClick={openResearch}>Research</button>
         </nav>
         <div className="gg-nav-actions">
           <button type="button" className="gg-brain-link" onClick={() => onStart?.('')}>Open BrainSNN</button>
-          <Button variant="primary" onClick={scrollToPlayground}>Play now <Play size={15} /></Button>
+          <Button variant="primary" onClick={() => scrollTo('gg-start-heading')}>Start here <Play size={15} /></Button>
         </div>
       </header>
 
@@ -108,26 +120,26 @@ export function GaugeGapLanding({ onStart, onNavigate, onOpenReconstruct }) {
           <div className="gg-hero-orb gg-hero-orb-one" />
           <div className="gg-hero-orb gg-hero-orb-two" />
           <div className="gg-hero-copy">
-            <p className="gg-kicker"><Sparkles size={16} /> Science you can touch, remix and master</p>
-            <h1 id="gg-hero-heading">Don’t just learn the universe. <span>Play with it.</span></h1>
+            <p className="gg-kicker"><Sparkles size={16} /> Playable science for curious people and ambitious organizations</p>
+            <h1 id="gg-hero-heading">Do not just explain the idea. <span>Let people operate it.</span></h1>
             <p className="gg-hero-lead">
-              Twelve live experiments turn difficult science into games, daily missions and shareable challenges.
-              Build ant roads, tame traffic, paint cellular life, balance ecosystems—and keep climbing your Foundry passport.
+              GaugeGap is the public science arcade. BrainSNN is the analysis and publishing engine underneath.
+              Together they turn difficult systems into interactive missions, shareable discoveries and client-ready experiences.
             </p>
             <div className="gg-hero-actions">
               <Button variant="primary" onClick={scrollToPlayground}>Enter the science arcade <ArrowRight size={17} /></Button>
-              <Button variant="secondary" onClick={() => onNavigate?.('research')}>See the research layer <Microscope size={17} /></Button>
+              <Button variant="secondary" onClick={() => scrollTo('clients')}>Build for your audience <ArrowRight size={17} /></Button>
             </div>
             <div className="gg-hero-proof" aria-label="Product capabilities">
               <div><strong>12 live</strong><span>Distinct experiments</span></div>
-              <div><strong>Daily</strong><span>Missions and streaks</span></div>
-              <div><strong>Local</strong><span>XP and achievements</span></div>
+              <div><strong>4 paths</strong><span>Clear first steps</span></div>
+              <div><strong>Client</strong><span>Custom pilot pathway</span></div>
               <div><strong>Open</strong><span>Models and limits</span></div>
             </div>
           </div>
 
           <div className="gg-hero-challenge" aria-label="Featured GaugeGap challenge">
-            <div className="gg-challenge-topline"><span><i /> Daily arcade live</span><strong>12 worlds</strong></div>
+            <div className="gg-challenge-topline"><span><i /> Live system</span><strong>Start in seconds</strong></div>
             <div className="gg-mini-attractor" aria-hidden="true">
               <svg viewBox="0 0 520 380" role="presentation">
                 <defs>
@@ -138,39 +150,44 @@ export function GaugeGapLanding({ onStart, onNavigate, onOpenReconstruct }) {
                 <path className="gg-orbit-path gg-orbit-b" d="M258 190 C202 105 113 112 114 196 C115 278 218 284 258 190 C303 92 398 106 401 190 C404 275 303 288 258 190Z" />
                 <circle cx="255" cy="190" r="6" />
               </svg>
-              <span className="gg-mini-label gg-mini-label-a">play today</span><span className="gg-mini-label gg-mini-label-b">level up tomorrow</span>
+              <span className="gg-mini-label gg-mini-label-a">change one rule</span><span className="gg-mini-label gg-mini-label-b">watch the future split</span>
             </div>
-            <div className="gg-challenge-copy"><p>Complete today’s system challenge.</p><span>Earn XP, extend your streak and unlock the next badge</span><strong>+50 XP</strong></div>
-            <button type="button" onClick={scrollToPlayground}>Open today’s mission <ArrowRight size={16} /></button>
+            <div className="gg-challenge-copy"><p>Find the edge of chaos.</p><span>No signup. No tutorial wall. The model responds immediately.</span><strong>2 min</strong></div>
+            <button type="button" onClick={() => openLab('attractor')}>Play the fastest demo <ArrowRight size={16} /></button>
           </div>
 
-          <button type="button" className="gg-scroll-cue" onClick={scrollToPlayground} aria-label="Scroll to the science arcade"><span>Scroll to arcade</span><ChevronDown size={17} /></button>
+          <button type="button" className="gg-scroll-cue" onClick={() => scrollTo('gg-start-heading')} aria-label="Choose a starting path"><span>Choose your path</span><ChevronDown size={17} /></button>
         </section>
 
+        <VisitorRoutes onResearch={openResearch} />
         <ExperimentArcade />
 
         <section className="gg-loop" aria-labelledby="gg-loop-heading">
-          <div className="gg-section-heading"><p className="gg-kicker"><Share2 size={16} /> The audience growth engine</p><h2 id="gg-loop-heading">Every experiment becomes a reason to return.</h2><p>The simulator creates spectacle. The passport creates continuity. Sharing turns one person’s discovery into the next person’s first challenge.</p></div>
+          <div className="gg-section-heading"><p className="gg-kicker"><Share2 size={16} /> The engagement engine</p><h2 id="gg-loop-heading">A useful interaction should continue after the first click.</h2><p>The visual earns attention. The model earns understanding. The shared state brings the next person into the same system.</p></div>
           <div className="gg-loop-grid">{LOOP.map((item) => <article key={item.number}><span>{item.number}</span><h3>{item.title}</h3><p>{item.text}</p></article>)}</div>
-          <div className="gg-output-ribbon" aria-label="Generated outputs"><span>One session creates</span><strong>XP progress</strong><strong>Daily streak</strong><strong>Challenge link</strong><strong>Visual loop</strong><strong>Research state</strong></div>
+          <div className="gg-output-ribbon" aria-label="Generated outputs"><span>One experience can create</span><strong>Interactive lesson</strong><strong>Challenge link</strong><strong>Visual asset</strong><strong>Model note</strong><strong>Research state</strong></div>
         </section>
 
+        <ClientPathways />
+
         <section id="labs" className="gg-labs" aria-labelledby="gg-labs-heading">
-          <div className="gg-section-heading gg-section-heading-wide"><div><p className="gg-kicker"><FlaskConical size={16} /> Foundry experiments</p><h2 id="gg-labs-heading">Come for the game. Stay for the instrument.</h2></div><p>Each lab starts with a tactile mission, then opens into equations, assumptions, reproducible settings and exportable evidence.</p></div>
+          <div className="gg-section-heading gg-section-heading-wide"><div><p className="gg-kicker"><FlaskConical size={16} /> Beyond the public arcade</p><h2 id="gg-labs-heading">Three deeper tools. Three different jobs.</h2></div><p>The arcade builds intuition. These workspaces analyze content, expose claim boundaries and support deeper technical exploration.</p></div>
           <div className="gg-lab-grid">
-            {LABS.map((lab, index) => { const Icon = lab.icon; return <article key={lab.id} className={`gg-lab-card gg-lab-card-${(index % 4) + 1}`}><div className="gg-lab-card-art" aria-hidden="true"><Icon size={34} /><span /><span /><span /></div><div className="gg-lab-card-copy"><p>{lab.eyebrow}</p><h3>{lab.title}</h3><span>{lab.description}</span><button type="button" onClick={() => openLab(lab.id)}>{lab.action} <ArrowRight size={15} /></button></div></article>; })}
+            {DEEPER_TOOLS.map((lab, index) => { const Icon = lab.icon; return <article key={lab.id} className={`gg-lab-card gg-lab-card-${index + 1}`}><div className="gg-lab-card-art" aria-hidden="true"><Icon size={34} /><span /><span /><span /></div><div className="gg-lab-card-copy"><p>{lab.eyebrow}</p><h3>{lab.title}</h3><span>{lab.description}</span><button type="button" onClick={() => openLab(lab.id)}>{lab.action} <ArrowRight size={15} /></button></div></article>; })}
           </div>
         </section>
 
         <section className="gg-depth" aria-labelledby="gg-depth-heading">
           <div className="gg-depth-visual" aria-hidden="true"><div className="gg-depth-ring gg-depth-ring-one" /><div className="gg-depth-ring gg-depth-ring-two" /><div className="gg-depth-core"><Layers3 size={38} /></div><span className="gg-depth-node gg-depth-node-one">Play</span><span className="gg-depth-node gg-depth-node-two">Model</span><span className="gg-depth-node gg-depth-node-three">Verify</span><span className="gg-depth-node gg-depth-node-four">Publish</span></div>
-          <div className="gg-depth-copy"><p className="gg-kicker"><Layers3 size={16} /> Two depths, one experience</p><h2 id="gg-depth-heading">Entertainment on the surface. Research underneath.</h2><p>GaugeGap preserves the model, parameters, initial condition, assumptions and claim boundary so the same game can mature into a real research instrument.</p><ul><li><CheckCircle2 size={17} /> Every shared run preserves its settings.</li><li><CheckCircle2 size={17} /> Research mode exposes equations and limitations.</li><li><CheckCircle2 size={17} /> BrainSNN turns discoveries into responsible publishing.</li></ul><div className="gg-depth-actions"><Button variant="primary" onClick={() => onNavigate?.('research')}>Open research mode <Microscope size={16} /></Button><Button variant="ghost" onClick={() => onStart?.(CONTENT_SAMPLE)}>Test the publishing engine <WandSparkles size={16} /></Button></div></div>
+          <div className="gg-depth-copy"><p className="gg-kicker"><Layers3 size={16} /> One platform, two visible products</p><h2 id="gg-depth-heading">GaugeGap attracts attention. BrainSNN turns the result into a decision.</h2><p>The public experience should be simple. The engine underneath preserves the model, analyzes the message and supports a more responsible publishing workflow.</p><ul><li><CheckCircle2 size={17} /> GaugeGap handles interaction, missions and shareable states.</li><li><CheckCircle2 size={17} /> BrainSNN handles content analysis, revision and publishing decisions.</li><li><CheckCircle2 size={17} /> Research mode exposes equations, diagnostics and limitations.</li></ul><div className="gg-depth-actions"><Button variant="primary" onClick={openResearch}>Open research mode <Microscope size={16} /></Button><Button variant="ghost" onClick={() => onStart?.(CONTENT_SAMPLE)}>Test BrainSNN <WandSparkles size={16} /></Button></div></div>
         </section>
 
-        <section className="gg-final-cta" aria-labelledby="gg-final-heading"><div className="gg-final-glow" /><p className="gg-kicker"><Sparkles size={16} /> Twelve worlds are already running</p><h2 id="gg-final-heading">Pick a system. Complete the mission. Come back stronger tomorrow.</h2><p>The next person should arrive through your challenge—and find a reason to begin their own streak.</p><Button variant="primary" onClick={scrollToPlayground}>Enter the science arcade <ArrowRight size={17} /></Button></section>
+        <TrustLadder onResearch={openResearch} />
+
+        <section className="gg-final-cta" aria-labelledby="gg-final-heading"><div className="gg-final-glow" /><p className="gg-kicker"><Sparkles size={16} /> Choose the next useful step</p><h2 id="gg-final-heading">Play a system—or build one for the people you need to reach.</h2><p>The public arcade proves the interaction model. A focused client pilot applies it to your own audience, concept and outcome.</p><div className="gg-hero-actions"><Button variant="primary" onClick={scrollToPlayground}>Enter the arcade <ArrowRight size={17} /></Button><Button variant="secondary" onClick={() => scrollTo('clients')}>Discuss a client pilot <ArrowRight size={17} /></Button></div></section>
       </main>
 
-      <footer className="gg-footer"><div><span className="gg-brand-mark">G</span><p><strong>GaugeGap Foundry</strong><small>Playable science and publishing infrastructure by BrainSNN.</small></p></div><nav><button type="button" onClick={scrollToPlayground}>Arcade</button><button type="button" onClick={() => onNavigate?.('research')}>Research</button><button type="button" onClick={() => onStart?.('')}>BrainSNN scanner</button><button type="button" onClick={() => onOpenReconstruct?.()}>Reconstruct</button></nav><p className="gg-footer-note">Simulations are educational numerical models, not proof of physical claims. Exact assumptions and limitations belong with every research release.</p><p className="gg-footer-legal">© {new Date().getFullYear()} GaugeGap Foundry · BrainSNN.com</p></footer>
+      <footer className="gg-footer"><div><span className="gg-brand-mark">G</span><p><strong>GaugeGap Foundry</strong><small>Playable science and interactive client experiences by BrainSNN.</small></p></div><nav><button type="button" onClick={scrollToPlayground}>Arcade</button><button type="button" onClick={() => scrollTo('clients')}>For organizations</button><button type="button" onClick={openResearch}>Research</button><button type="button" onClick={() => onStart?.('')}>BrainSNN</button><a href="mailto:hello@brainsnn.com">Contact</a></nav><p className="gg-footer-note">Public simulations are educational numerical models, not proof of physical claims. Research releases must state assumptions, diagnostics and limitations.</p><p className="gg-footer-legal">© {new Date().getFullYear()} GaugeGap Foundry · BrainSNN.com</p></footer>
     </div>
   );
 }
diff --git a/brainsnn-r3f-app/src/features/gaugegap/AudiencePathways.jsx b/brainsnn-r3f-app/src/features/gaugegap/AudiencePathways.jsx
new file mode 100644
index 0000000..039dc2d
--- /dev/null
+++ b/brainsnn-r3f-app/src/features/gaugegap/AudiencePathways.jsx
@@ -0,0 +1,241 @@
+import React from 'react';
+import {
+  ArrowRight,
+  Building2,
+  CheckCircle2,
+  GraduationCap,
+  Megaphone,
+  Microscope,
+  ShieldCheck,
+  Sparkles,
+} from 'lucide-react';
+import { Button } from '../../components/ui/Button.jsx';
+import { track } from '../../lib/analytics.js';
+import '../../styles/audience-pathways.css';
+
+const VISITOR_ROUTES = [
+  {
+    id: 'wonder',
+    icon: Sparkles,
+    eyebrow: 'I have two minutes',
+    title: 'Show me something wild',
+    text: 'Start with the Butterfly Effect and change one number until the future splits.',
+    action: 'Open the fastest wow',
+    lab: 'attractor',
+  },
+  {
+    id: 'teach',
+    icon: GraduationCap,
+    eyebrow: 'I teach or explain',
+    title: 'Give me a lesson people remember',
+    text: 'Paint cellular life, contain an outbreak, or let a class compete on the same model.',
+    action: 'Open a classroom-ready lab',
+    lab: 'life',
+  },
+  {
+    id: 'research',
+    icon: Microscope,
+    eyebrow: 'I need depth',
+    title: 'Show me the instrument underneath',
+    text: 'Move beyond spectacle into parameters, assumptions, limitations and reproducible states.',
+    action: 'Enter research mode',
+    route: 'research',
+  },
+  {
+    id: 'client',
+    icon: Building2,
+    eyebrow: 'I have an audience or client',
+    title: 'Build an interactive experience for us',
+    text: 'Turn a difficult idea, product story or research concept into something people can play and share.',
+    action: 'See client pilots',
+    target: 'clients',
+  },
+];
+
+const CLIENT_PATHWAYS = [
+  {
+    id: 'education',
+    icon: GraduationCap,
+    title: 'Schools, museums and training',
+    text: 'Transform an abstract concept into a guided lab, exhibit or workshop challenge.',
+    outcomes: ['Branded interactive lesson', 'Facilitator prompts and missions', 'Shareable student run states'],
+  },
+  {
+    id: 'media',
+    icon: Megaphone,
+    title: 'Publishers and creators',
+    text: 'Turn an article, episode or complex story into a playable explanation that earns a second click.',
+    outcomes: ['Playable story companion', 'Short-form visual assets', 'Challenge links for distribution'],
+  },
+  {
+    id: 'brand',
+    icon: Building2,
+    title: 'Brands and campaigns',
+    text: 'Build a memorable product or campaign experience without reducing the idea to another landing page.',
+    outcomes: ['Campaign microsite concept', 'Custom scoring and missions', 'Launch and analytics plan'],
+  },
+  {
+    id: 'research',
+    icon: Microscope,
+    title: 'Research and innovation teams',
+    text: 'Create a browser instrument that preserves settings, communicates limits and produces reviewable outputs.',
+    outcomes: ['Reproducible experiment state', 'Model and assumption layer', 'Evidence and export workflow'],
+  },
+];
+
+const TRUST_LEVELS = [
+  {
+    label: 'Play',
+    title: 'Explore the behavior',
+    text: 'A fast visual model designed to build intuition and curiosity.',
+  },
+  {
+    label: 'Teach',
+    title: 'Explain the mechanism',
+    text: 'Controls, missions and model notes connect the spectacle to the underlying idea.',
+  },
+  {
+    label: 'Verify',
+    title: 'Expose the boundary',
+    text: 'Research releases preserve parameters, assumptions, limitations and reproducible outputs.',
+  },
+];
+
+function openLab(lab) {
+  const url = new URL(window.location.href);
+  url.searchParams.set('lab', lab);
+  url.searchParams.delete('run');
+  url.searchParams.delete('state');
+  url.hash = 'playground';
+  window.history.replaceState({}, '', url);
+  window.dispatchEvent(new CustomEvent('gaugegap:lab', { detail: { lab } }));
+  window.requestAnimationFrame(() => document.getElementById('playground')?.scrollIntoView({ behavior: 'smooth', block: 'start' }));
+}
+
+export function VisitorRoutes({ onResearch }) {
+  function chooseRoute(route) {
+    track('gaugegap_pathway_selected', { pathway: route.id });
+    if (route.lab) openLab(route.lab);
+    if (route.route === 'research') onResearch?.();
+    if (route.target) document.getElementById(route.target)?.scrollIntoView({ behavior: 'smooth', block: 'start' });
+  }
+
+  return (
+    <section className="gg-visitor-routes" aria-labelledby="gg-start-heading">
+      <div className="gg-audience-heading">
+        <p className="gg-kicker"><Sparkles size={16} /> Start with what brought you here</p>
+        <h2 id="gg-start-heading">You should know where to click in five seconds.</h2>
+        <p>GaugeGap serves curious visitors, educators, researchers and organizations. Pick the path that matches your job right now.</p>
+      </div>
+      <div className="gg-route-grid">
+        {VISITOR_ROUTES.map((route) => {
+          const Icon = route.icon;
+          return (
+            <button key={route.id} type="button" className="gg-route-card" onClick={() => chooseRoute(route)}>
+              <span className="gg-route-icon"><Icon size={22} /></span>
+              <small>{route.eyebrow}</small>
+              <strong>{route.title}</strong>
+              <p>{route.text}</p>
+              <em>{route.action} <ArrowRight size={15} /></em>
+            </button>
+          );
+        })}
+      </div>
+    </section>
+  );
+}
+
+function openClientBrief(pathway) {
+  const subject = encodeURIComponent(`GaugeGap pilot — ${pathway.title}`);
+  const body = encodeURIComponent([
+    'Hi GaugeGap team,',
+    '',
+    `I am exploring a ${pathway.title.toLowerCase()} project.`,
+    '',
+    'Audience:',
+    'Concept or topic:',
+    'What I want people to understand or do:',
+    'Target launch window:',
+    '',
+    'Please suggest the smallest useful pilot.',
+  ].join('\n'));
+  track('gaugegap_client_cta_clicked', { pathway: pathway.id });
+  window.location.href = `mailto:hello@brainsnn.com?subject=${subject}&body=${body}`;
+}
+
+export function ClientPathways() {
+  return (
+    <section id="clients" className="gg-client-section" aria-labelledby="gg-client-heading">
+      <div className="gg-client-intro">
+        <div className="gg-audience-heading">
+          <p className="gg-kicker"><Building2 size={16} /> For organizations and client work</p>
+          <h2 id="gg-client-heading">Do not buy another explanation page. Build something people can operate.</h2>
+          <p>GaugeGap can turn a hard idea into a branded interactive experience with a clear mission, measurable behavior and a deeper evidence layer.</p>
+        </div>
+        <div className="gg-client-promise">
+          <ShieldCheck size={24} />
+          <div>
+            <strong>Start with one useful pilot</strong>
+            <span>One audience, one concept, one interaction and one success measure. Expand only after people use it.</span>
+          </div>
+        </div>
+      </div>
+
+      <div className="gg-client-grid">
+        {CLIENT_PATHWAYS.map((pathway) => {
+          const Icon = pathway.icon;
+          return (
+            <article key={pathway.id} className="gg-client-card">
+              <span className="gg-client-icon"><Icon size={24} /></span>
+              <h3>{pathway.title}</h3>
+              <p>{pathway.text}</p>
+              <ul>
+                {pathway.outcomes.map((outcome) => <li key={outcome}><CheckCircle2 size={15} /> {outcome}</li>)}
+              </ul>
+              <button type="button" onClick={() => openClientBrief(pathway)}>Start this brief <ArrowRight size={15} /></button>
+            </article>
+          );
+        })}
+      </div>
+
+      <div className="gg-pilot-strip">
+        <div>
+          <small>Typical first pilot</small>
+          <strong>Concept → playable prototype → client review → launch-ready experience</strong>
+        </div>
+        <div className="gg-pilot-steps" aria-label="Pilot deliverables">
+          <span>Custom interaction</span><span>Branded interface</span><span>Mission and scoring</span><span>Shareable states</span><span>Model notes</span>
+        </div>
+        <Button variant="primary" onClick={() => openClientBrief({ id: 'general', title: 'Custom interactive experience' })}>
+          Discuss a pilot <ArrowRight size={16} />
+        </Button>
+      </div>
+    </section>
+  );
+}
+
+export function TrustLadder({ onResearch }) {
+  return (
+    <section className="gg-trust-section" aria-labelledby="gg-trust-heading">
+      <div className="gg-audience-heading">
+        <p className="gg-kicker"><ShieldCheck size={16} /> Know what you are looking at</p>
+        <h2 id="gg-trust-heading">Fun is the front door. The claim boundary stays visible.</h2>
+        <p>Not every interactive model is a research result. GaugeGap separates intuition-building experiences from releases that expose enough detail for technical review.</p>
+      </div>
+      <div className="gg-trust-grid">
+        {TRUST_LEVELS.map((level, index) => (
+          <article key={level.label}>
+            <span>{String(index + 1).padStart(2, '0')}</span>
+            <small>{level.label}</small>
+            <h3>{level.title}</h3>
+            <p>{level.text}</p>
+          </article>
+        ))}
+      </div>
+      <div className="gg-trust-note">
+        <p><strong>Current public arcade:</strong> educational numerical models for exploration. Research mode is where assumptions, diagnostics and limitations must be made explicit.</p>
+        <Button variant="secondary" onClick={onResearch}>Inspect the research layer <Microscope size={16} /></Button>
+      </div>
+    </section>
+  );
+}
diff --git a/brainsnn-r3f-app/src/features/gaugegap/ExperimentArcade.jsx b/brainsnn-r3f-app/src/features/gaugegap/ExperimentArcade.jsx
index 1584074..719717c 100644
--- a/brainsnn-r3f-app/src/features/gaugegap/ExperimentArcade.jsx
+++ b/brainsnn-r3f-app/src/features/gaugegap/ExperimentArcade.jsx
@@ -1,29 +1,52 @@
-import React, { useEffect, useMemo, useState } from 'react';
+import React, { Suspense, lazy, useEffect, useMemo, useRef, useState } from 'react';
 import { Activity, Bug, Car, CircleDot, Dna, Gauge, Grid3X3, Leaf, Orbit, Shield, Shuffle, Sparkles, Waves, Wind } from 'lucide-react';
-import { AttractorPlayground } from './AttractorPlayground.jsx';
-import { FireflySyncLab, ReactionDiffusionLab, WaveInterferenceLab } from './CollectivePlaygrounds.jsx';
-import { FlockMindLab, OutbreakZeroLab } from './AgentPlaygrounds.jsx';
-import { ChaosTwinsLab, GravityForgeLab } from './PhysicsPlaygrounds.jsx';
-import { AntTrailLab, TrafficTamerLab } from './PlayfulPlaygrounds.jsx';
-import { EcosystemBalanceLab, LifePainterLab } from './WorldPlaygrounds.jsx';
 import { ArcadeProgress, useArcadeProgress } from './ArcadeProgress.jsx';
+import { track } from '../../lib/analytics.js';
 import '../../styles/arcade.css';
 import '../../styles/deep-arcade.css';
 import '../../styles/fun-arcade.css';
 
+function lazyNamed(loader, exportName) {
+  return lazy(() => loader().then((module) => ({ default: module[exportName] })));
+}
+
+const LAB_COMPONENTS = {
+  attractor: lazyNamed(() => import('./AttractorPlayground.jsx'), 'AttractorPlayground'),
+  fireflies: lazyNamed(() => import('./CollectivePlaygrounds.jsx'), 'FireflySyncLab'),
+  waves: lazyNamed(() => import('./CollectivePlaygrounds.jsx'), 'WaveInterferenceLab'),
+  reaction: lazyNamed(() => import('./CollectivePlaygrounds.jsx'), 'ReactionDiffusionLab'),
+  gravity: lazyNamed(() => import('./PhysicsPlaygrounds.jsx'), 'GravityForgeLab'),
+  flock: lazyNamed(() => import('./AgentPlaygrounds.jsx'), 'FlockMindLab'),
+  outbreak: lazyNamed(() => import('./AgentPlaygrounds.jsx'), 'OutbreakZeroLab'),
+  pendulum: lazyNamed(() => import('./PhysicsPlaygrounds.jsx'), 'ChaosTwinsLab'),
+  ants: lazyNamed(() => import('./PlayfulPlaygrounds.jsx'), 'AntTrailLab'),
+  traffic: lazyNamed(() => import('./PlayfulPlaygrounds.jsx'), 'TrafficTamerLab'),
+  life: lazyNamed(() => import('./WorldPlaygrounds.jsx'), 'LifePainterLab'),
+  ecosystem: lazyNamed(() => import('./WorldPlaygrounds.jsx'), 'EcosystemBalanceLab'),
+};
+
 const EXPERIMENTS = [
-  { id: 'attractor', number: '001', title: 'Butterfly Effect', short: 'Shape chaos', description: 'Tune a Lorenz system until order and turbulence balance on the same orbit.', icon: Gauge, accent: 'cyan', mechanic: 'Tune' },
-  { id: 'fireflies', number: '002', title: 'Firefly Sync', short: 'Create collective rhythm', description: 'Give hundreds of independent clocks one weak connection and watch a shared pulse emerge.', icon: Sparkles, accent: 'lime', mechanic: 'Synchronize' },
-  { id: 'waves', number: '003', title: 'Wave Eraser', short: 'Find perfect silence', description: 'Move through two overlapping waves and hunt for the places where energy disappears.', icon: Waves, accent: 'violet', mechanic: 'Explore' },
-  { id: 'reaction', number: '004', title: 'Living Chemistry', short: 'Draw a new species', description: 'Paint two virtual chemicals and grow coral, cells, worms and mazes from local reactions.', icon: Dna, accent: 'pink', mechanic: 'Create' },
-  { id: 'gravity', number: '005', title: 'Gravity Forge', short: 'Build a solar system', description: 'Launch planets into a live n-body field and see whether your orbital architecture survives.', icon: Orbit, accent: 'amber', mechanic: 'Construct' },
-  { id: 'flock', number: '006', title: 'Flock Mind', short: 'Steer emergence', description: 'Act as predator or beacon while leaderless agents coordinate through only local rules.', icon: Wind, accent: 'blue', mechanic: 'Influence' },
-  { id: 'outbreak', number: '007', title: 'Outbreak Zero', short: 'Contain the network', description: 'Choose patient zero, spend twelve vaccines and break the transmission graph before it turns red.', icon: Shield, accent: 'red', mechanic: 'Intervene' },
-  { id: 'pendulum', number: '008', title: 'Chaos Twins', short: 'Race two futures', description: 'Start two double pendulums almost identically and measure how quickly their futures separate.', icon: CircleDot, accent: 'orange', mechanic: 'Predict' },
-  { id: 'ants', number: '009', title: 'Ant Trail Architect', short: 'Design without a planner', description: 'Place food and barriers while a leaderless colony discovers and reinforces efficient routes.', icon: Bug, accent: 'mint', mechanic: 'Route' },
-  { id: 'traffic', number: '010', title: 'Traffic Tamer', short: 'Beat the intersection', description: 'Control signal phases under rising demand and keep every queue from becoming a citywide jam.', icon: Car, accent: 'yellow', mechanic: 'Control' },
-  { id: 'life', number: '011', title: 'Life Painter', short: 'Paint computation', description: 'Draw living cells and let four tiny rules transform them into moving, evolving machines.', icon: Grid3X3, accent: 'teal', mechanic: 'Invent' },
-  { id: 'ecosystem', number: '012', title: 'Ecosystem Keeper', short: 'Balance a living world', description: 'Add energy, prey or predators and keep the entire food web alive through delayed feedback.', icon: Leaf, accent: 'green', mechanic: 'Balance' },
+  { id: 'attractor', number: '001', title: 'Butterfly Effect', short: 'Shape chaos', description: 'Tune a Lorenz system until order and turbulence balance on the same orbit.', icon: Gauge, accent: 'cyan', mechanic: 'Tune', category: 'physics', featured: true },
+  { id: 'fireflies', number: '002', title: 'Firefly Sync', short: 'Create collective rhythm', description: 'Give hundreds of independent clocks one weak connection and watch a shared pulse emerge.', icon: Sparkles, accent: 'lime', mechanic: 'Synchronize', category: 'systems', featured: true },
+  { id: 'waves', number: '003', title: 'Wave Eraser', short: 'Find perfect silence', description: 'Move through two overlapping waves and hunt for the places where energy disappears.', icon: Waves, accent: 'violet', mechanic: 'Explore', category: 'physics' },
+  { id: 'reaction', number: '004', title: 'Living Chemistry', short: 'Draw a new species', description: 'Paint two virtual chemicals and grow coral, cells, worms and mazes from local reactions.', icon: Dna, accent: 'pink', mechanic: 'Create', category: 'life' },
+  { id: 'gravity', number: '005', title: 'Gravity Forge', short: 'Build a solar system', description: 'Launch planets into a live n-body field and see whether your orbital architecture survives.', icon: Orbit, accent: 'amber', mechanic: 'Construct', category: 'physics' },
+  { id: 'flock', number: '006', title: 'Flock Mind', short: 'Steer emergence', description: 'Act as predator or beacon while leaderless agents coordinate through only local rules.', icon: Wind, accent: 'blue', mechanic: 'Influence', category: 'systems' },
+  { id: 'outbreak', number: '007', title: 'Outbreak Zero', short: 'Contain the network', description: 'Choose patient zero, spend twelve vaccines and break the transmission graph before it turns red.', icon: Shield, accent: 'red', mechanic: 'Intervene', category: 'society' },
+  { id: 'pendulum', number: '008', title: 'Chaos Twins', short: 'Race two futures', description: 'Start two double pendulums almost identically and measure how quickly their futures separate.', icon: CircleDot, accent: 'orange', mechanic: 'Predict', category: 'physics' },
+  { id: 'ants', number: '009', title: 'Ant Trail Architect', short: 'Design without a planner', description: 'Place food and barriers while a leaderless colony discovers and reinforces efficient routes.', icon: Bug, accent: 'mint', mechanic: 'Route', category: 'life', featured: true },
+  { id: 'traffic', number: '010', title: 'Traffic Tamer', short: 'Beat the intersection', description: 'Control signal phases under rising demand and keep every queue from becoming a citywide jam.', icon: Car, accent: 'yellow', mechanic: 'Control', category: 'society', featured: true },
+  { id: 'life', number: '011', title: 'Life Painter', short: 'Paint computation', description: 'Draw living cells and let four tiny rules transform them into moving, evolving machines.', icon: Grid3X3, accent: 'teal', mechanic: 'Invent', category: 'systems' },
+  { id: 'ecosystem', number: '012', title: 'Ecosystem Keeper', short: 'Balance a living world', description: 'Add energy, prey or predators and keep the entire food web alive through delayed feedback.', icon: Leaf, accent: 'green', mechanic: 'Balance', category: 'life' },
+];
+
+const FILTERS = [
+  { id: 'featured', label: 'Start here' },
+  { id: 'all', label: 'All 12' },
+  { id: 'physics', label: 'Physics' },
+  { id: 'life', label: 'Life' },
+  { id: 'systems', label: 'Complex systems' },
+  { id: 'society', label: 'Society' },
 ];
 
 function initialExperiment() {
@@ -32,26 +55,58 @@ function initialExperiment() {
   return EXPERIMENTS.some((experiment) => experiment.id === requested) ? requested : 'attractor';
 }
 
+function initialFilter() {
+  if (typeof window === 'undefined') return 'featured';
+  const query = new URLSearchParams(window.location.search);
+  const requested = query.get('group');
+  if (FILTERS.some((filter) => filter.id === requested)) return requested;
+  return query.get('lab') ? 'all' : 'featured';
+}
+
+function LabLoading({ title }) {
+  return (
+    <div className="gg-lab-loading" role="status" aria-live="polite">
+      <span />
+      <strong>Loading {title}</strong>
+      <small>Only the selected experiment is being loaded.</small>
+    </div>
+  );
+}
+
 export function ExperimentArcade() {
   const [active, setActive] = useState(initialExperiment);
+  const [filter, setFilter] = useState(initialFilter);
+  const cardRefs = useRef(new Map());
   const activeExperiment = useMemo(() => EXPERIMENTS.find((experiment) => experiment.id === active) || EXPERIMENTS[0], [active]);
+  const visibleExperiments = useMemo(() => {
+    if (filter === 'all') return EXPERIMENTS;
+    if (filter === 'featured') return EXPERIMENTS.filter((experiment) => experiment.featured);
+    return EXPERIMENTS.filter((experiment) => experiment.category === filter);
+  }, [filter]);
   const { progress, recordVisit, dailyLab, level, levelProgress, achievements } = useArcadeProgress(EXPERIMENTS);
+  const ActiveLab = LAB_COMPONENTS[active] || LAB_COMPONENTS.attractor;
 
   useEffect(() => { recordVisit(active); }, [active, recordVisit]);
 
   useEffect(() => {
     function selectFromEvent(event) {
       const next = event.detail?.lab;
-      if (EXPERIMENTS.some((experiment) => experiment.id === next)) setActive(next);
+      if (EXPERIMENTS.some((experiment) => experiment.id === next)) {
+        setFilter('all');
+        setActive(next);
+      }
     }
     window.addEventListener('gaugegap:lab', selectFromEvent);
     return () => window.removeEventListener('gaugegap:lab', selectFromEvent);
   }, []);
 
   function selectExperiment(id, scroll = true) {
+    const experiment = EXPERIMENTS.find((entry) => entry.id === id);
     setActive(id);
+    track('gaugegap_lab_selected', { labId: id, category: experiment?.category || 'unknown' });
     const url = new URL(window.location.href);
     url.searchParams.set('lab', id);
+    url.searchParams.set('group', filter);
     if (id !== 'attractor') url.searchParams.delete('run');
     url.searchParams.delete('state');
     url.hash = 'playground';
@@ -59,9 +114,40 @@ export function ExperimentArcade() {
     if (scroll) window.requestAnimationFrame(() => document.getElementById('playground')?.scrollIntoView({ behavior: 'smooth', block: 'start' }));
   }
 
+  function chooseFilter(nextFilter) {
+    setFilter(nextFilter);
+    track('gaugegap_filter_selected', { filter: nextFilter });
+    const nextVisible = nextFilter === 'all'
+      ? EXPERIMENTS
+      : nextFilter === 'featured'
+        ? EXPERIMENTS.filter((experiment) => experiment.featured)
+        : EXPERIMENTS.filter((experiment) => experiment.category === nextFilter);
+    if (!nextVisible.some((experiment) => experiment.id === active) && nextVisible[0]) setActive(nextVisible[0].id);
+    const url = new URL(window.location.href);
+    url.searchParams.set('group', nextFilter);
+    window.history.replaceState({}, '', url);
+  }
+
   function surpriseMe() {
     const available = EXPERIMENTS.filter((experiment) => experiment.id !== active);
-    selectExperiment(available[Math.floor(Math.random() * available.length)].id);
+    setFilter('all');
+    const next = available[Math.floor(Math.random() * available.length)];
+    track('gaugegap_surprise_clicked', { labId: next.id });
+    selectExperiment(next.id);
+  }
+
+  function handleCardKeyDown(event, id) {
+    const currentIndex = visibleExperiments.findIndex((experiment) => experiment.id === id);
+    let nextIndex = currentIndex;
+    if (event.key === 'ArrowRight' || event.key === 'ArrowDown') nextIndex = (currentIndex + 1) % visibleExperiments.length;
+    if (event.key === 'ArrowLeft' || event.key === 'ArrowUp') nextIndex = (currentIndex - 1 + visibleExperiments.length) % visibleExperiments.length;
+    if (event.key === 'Home') nextIndex = 0;
+    if (event.key === 'End') nextIndex = visibleExperiments.length - 1;
+    if (nextIndex === currentIndex) return;
+    event.preventDefault();
+    const next = visibleExperiments[nextIndex];
+    selectExperiment(next.id, false);
+    window.requestAnimationFrame(() => cardRefs.current.get(next.id)?.focus());
   }
 
   return (
@@ -69,21 +155,39 @@ export function ExperimentArcade() {
       <div className="gg-arcade-intro">
         <div>
           <p className="gg-kicker"><Activity size={16} /> GaugeGap science arcade</p>
-          <h2 id="gg-arcade-title">Twelve experiments. Twelve ways to play with reality.</h2>
-          <p>Tune, synchronize, explore, draw, construct, influence, intervene, predict, route, control, invent and balance. The library now behaves like an arcade—not a catalogue of charts.</p>
+          <h2 id="gg-arcade-title">Start with four. Explore all twelve when you are ready.</h2>
+          <p>The stranger-friendly route shows the strongest first experiences. Filters reveal the full library without making the first visit feel like a wall of choices.</p>
         </div>
         <button type="button" className="gg-surprise-button" onClick={surpriseMe}><Shuffle size={16} /> Surprise me</button>
       </div>
 
-      <ArcadeProgress progress={progress} level={level} levelProgress={levelProgress} achievements={achievements} dailyLab={dailyLab} onOpenDaily={() => selectExperiment(dailyLab.id)} />
+      <ArcadeProgress progress={progress} level={level} levelProgress={levelProgress} achievements={achievements} dailyLab={dailyLab} onOpenDaily={() => { setFilter('all'); selectExperiment(dailyLab.id); }} />
+
+      <div className="gg-arcade-filters" aria-label="Filter experiments">
+        {FILTERS.map((entry) => (
+          <button key={entry.id} type="button" className={filter === entry.id ? 'active' : ''} aria-pressed={filter === entry.id} onClick={() => chooseFilter(entry.id)}>{entry.label}</button>
+        ))}
+        <span>{visibleExperiments.length} shown</span>
+      </div>
 
       <div className="gg-arcade-selector" role="tablist" aria-label="Playable experiments">
-        {EXPERIMENTS.map((experiment) => {
+        {visibleExperiments.map((experiment) => {
           const Icon = experiment.icon;
           const selected = experiment.id === active;
           const visited = progress.visited.includes(experiment.id);
           return (
-            <button key={experiment.id} type="button" role="tab" aria-selected={selected} className={`gg-arcade-card gg-arcade-card-${experiment.accent} ${selected ? 'active' : ''} ${visited ? 'visited' : ''}`} onClick={() => selectExperiment(experiment.id, false)}>
+            <button
+              key={experiment.id}
+              ref={(node) => { if (node) cardRefs.current.set(experiment.id, node); else cardRefs.current.delete(experiment.id); }}
+              type="button"
+              role="tab"
+              tabIndex={selected ? 0 : -1}
+              aria-selected={selected}
+              aria-controls="gg-active-lab"
+              className={`gg-arcade-card gg-arcade-card-${experiment.accent} ${selected ? 'active' : ''} ${visited ? 'visited' : ''}`}
+              onClick={() => selectExperiment(experiment.id, false)}
+              onKeyDown={(event) => handleCardKeyDown(event, experiment.id)}
+            >
               <span className="gg-arcade-card-number">{experiment.number}</span>
               <span className="gg-arcade-card-icon"><Icon size={22} /></span>
               <strong>{experiment.title}</strong>
@@ -95,25 +199,16 @@ export function ExperimentArcade() {
         })}
       </div>
 
-      <div className="gg-arcade-stage" data-experiment={activeExperiment.id}>
+      <div id="gg-active-lab" role="tabpanel" className="gg-arcade-stage" data-experiment={activeExperiment.id} aria-label={`${activeExperiment.title} experiment`}>
         <div className="gg-arcade-stage-topline"><span><i /> Experiment {activeExperiment.number} loaded</span><strong>{activeExperiment.title}</strong></div>
-        {active === 'attractor' ? <AttractorPlayground /> : null}
-        {active === 'fireflies' ? <FireflySyncLab /> : null}
-        {active === 'waves' ? <WaveInterferenceLab /> : null}
-        {active === 'reaction' ? <ReactionDiffusionLab /> : null}
-        {active === 'gravity' ? <GravityForgeLab /> : null}
-        {active === 'flock' ? <FlockMindLab /> : null}
-        {active === 'outbreak' ? <OutbreakZeroLab /> : null}
-        {active === 'pendulum' ? <ChaosTwinsLab /> : null}
-        {active === 'ants' ? <AntTrailLab /> : null}
-        {active === 'traffic' ? <TrafficTamerLab /> : null}
-        {active === 'life' ? <LifePainterLab /> : null}
-        {active === 'ecosystem' ? <EcosystemBalanceLab /> : null}
+        <Suspense fallback={<LabLoading title={activeExperiment.title} />}>
+          <ActiveLab />
+        </Suspense>
       </div>
 
       <div className="gg-arcade-lesson">
-        <span>The retention layer now adds</span>
-        <strong>Daily missions</strong><strong>XP and levels</strong><strong>Visit streaks</strong><strong>Achievements</strong><strong>Twelve tactile mechanics</strong>
+        <span>Designed for a first-time visitor</span>
+        <strong>Four recommended starts</strong><strong>Topic filters</strong><strong>Keyboard navigation</strong><strong>On-demand loading</strong><strong>Shareable challenges</strong>
       </div>
     </section>
   );
diff --git a/brainsnn-r3f-app/src/lib/analytics.js b/brainsnn-r3f-app/src/lib/analytics.js
index ab9756c..d35417e 100644
--- a/brainsnn-r3f-app/src/lib/analytics.js
+++ b/brainsnn-r3f-app/src/lib/analytics.js
@@ -30,6 +30,15 @@ const allowedEvents = new Set([
   'share_card_shared',
   'share_card_downloaded',
   'brain3d_fallback_used',
+  'gaugegap_landing_viewed',
+  'gaugegap_hero_play_clicked',
+  'gaugegap_lab_clicked',
+  'gaugegap_lab_selected',
+  'gaugegap_filter_selected',
+  'gaugegap_surprise_clicked',
+  'gaugegap_pathway_selected',
+  'gaugegap_client_cta_clicked',
+  'gaugegap_research_cta_clicked',
 ]);
 
 export function track(eventName, properties = {}) {
diff --git a/brainsnn-r3f-app/src/styles/arcade-discovery.css b/brainsnn-r3f-app/src/styles/arcade-discovery.css
new file mode 100644
index 0000000..f4e8617
--- /dev/null
+++ b/brainsnn-r3f-app/src/styles/arcade-discovery.css
@@ -0,0 +1,103 @@
+.gg-arcade-filters {
+  display: flex;
+  align-items: center;
+  gap: 8px;
+  flex-wrap: wrap;
+  margin: 22px 0 16px;
+}
+
+.gg-arcade-filters button {
+  min-height: 38px;
+  padding: 0 13px;
+  border: 1px solid rgba(255,255,255,0.09);
+  border-radius: 999px;
+  color: var(--bsn-text-secondary);
+  background: rgba(255,255,255,0.025);
+  font-size: 0.76rem;
+  font-weight: 800;
+  cursor: pointer;
+}
+
+.gg-arcade-filters button:hover,
+.gg-arcade-filters button:focus-visible,
+.gg-arcade-filters button.active {
+  border-color: rgba(125,249,255,0.46);
+  color: #e9ffff;
+  background: rgba(125,249,255,0.075);
+}
+
+.gg-arcade-filters > span {
+  margin-left: auto;
+  color: var(--bsn-text-muted);
+  font-family: var(--bsn-font-mono);
+  font-size: 0.68rem;
+  letter-spacing: 0.08em;
+  text-transform: uppercase;
+}
+
+.gg-lab-loading {
+  min-height: 520px;
+  display: grid;
+  place-items: center;
+  align-content: center;
+  gap: 10px;
+  border-radius: 22px;
+  color: var(--bsn-text-secondary);
+  background: radial-gradient(circle at 50% 40%, rgba(125,249,255,0.08), transparent 34%), #03050b;
+  text-align: center;
+}
+
+.gg-lab-loading > span {
+  width: 34px;
+  height: 34px;
+  border: 2px solid rgba(125,249,255,0.18);
+  border-top-color: #7df9ff;
+  border-radius: 50%;
+  animation: gg-lab-spin 800ms linear infinite;
+}
+
+.gg-lab-loading strong { color: #e9ffff; }
+.gg-lab-loading small { color: var(--bsn-text-muted); }
+
+#labs .gg-lab-grid { grid-template-columns: repeat(3, minmax(0, 1fr)); }
+#labs .gg-lab-card { grid-template-columns: 1fr; }
+#labs .gg-lab-card-art {
+  min-height: 190px;
+  border-right: 0;
+  border-bottom: 1px solid var(--gg-line);
+}
+
+.gg-final-cta .gg-hero-actions {
+  position: relative;
+  justify-content: center;
+}
+
+.gg-footer nav a {
+  min-height: 38px;
+  display: inline-flex;
+  align-items: center;
+  padding: 0 10px;
+  color: #a8adbf;
+  text-decoration: none;
+}
+.gg-footer nav a:hover { color: white; }
+
+@keyframes gg-lab-spin { to { transform: rotate(360deg); } }
+
+@media (max-width: 1000px) {
+  #labs .gg-lab-grid { grid-template-columns: 1fr; }
+  #labs .gg-lab-card { grid-template-columns: minmax(170px, 0.5fr) minmax(0, 1fr); }
+  #labs .gg-lab-card-art { min-height: 100%; border-right: 1px solid var(--gg-line); border-bottom: 0; }
+}
+
+@media (max-width: 700px) {
+  .gg-arcade-filters {
+    display: grid;
+    grid-template-columns: repeat(2, minmax(0, 1fr));
+  }
+  .gg-arcade-filters button { width: 100%; }
+  .gg-arcade-filters > span { grid-column: 1 / -1; margin-left: 0; text-align: right; }
+  .gg-lab-loading { min-height: 420px; }
+  #labs .gg-lab-card { grid-template-columns: 1fr; }
+  #labs .gg-lab-card-art { min-height: 170px; border-right: 0; border-bottom: 1px solid var(--gg-line); }
+}
diff --git a/brainsnn-r3f-app/src/styles/audience-pathways.css b/brainsnn-r3f-app/src/styles/audience-pathways.css
new file mode 100644
index 0000000..e77ec6d
--- /dev/null
+++ b/brainsnn-r3f-app/src/styles/audience-pathways.css
@@ -0,0 +1,224 @@
+.gg-visitor-routes,
+.gg-client-section,
+.gg-trust-section {
+  position: relative;
+  z-index: 1;
+  width: min(100% - 36px, 1320px);
+  margin: 0 auto;
+}
+
+.gg-visitor-routes { padding: clamp(54px, 7vw, 92px) 0 22px; }
+.gg-client-section { padding: clamp(72px, 9vw, 126px) 0; scroll-margin-top: 92px; }
+.gg-trust-section { padding: 34px 0 clamp(72px, 9vw, 118px); }
+
+.gg-audience-heading { max-width: 850px; }
+.gg-audience-heading h2 {
+  margin: 10px 0 14px;
+  font-family: var(--bsn-font-display);
+  font-size: clamp(2.25rem, 5vw, 4.8rem);
+  line-height: 0.98;
+  letter-spacing: -0.04em;
+}
+.gg-audience-heading > p:last-child {
+  margin: 0;
+  color: var(--bsn-text-secondary);
+  font-size: 1.04rem;
+  line-height: 1.68;
+}
+
+.gg-route-grid {
+  display: grid;
+  grid-template-columns: repeat(4, minmax(0, 1fr));
+  gap: 14px;
+  margin-top: 28px;
+}
+
+.gg-route-card {
+  min-height: 250px;
+  display: flex;
+  flex-direction: column;
+  align-items: flex-start;
+  padding: 20px;
+  border: 1px solid rgba(255,255,255,0.09);
+  border-radius: 20px;
+  color: var(--bsn-text);
+  background: radial-gradient(circle at 90% 0%, rgba(125,249,255,0.09), transparent 38%), rgba(9,10,20,0.78);
+  text-align: left;
+  cursor: pointer;
+  transition: transform 180ms ease, border-color 180ms ease, background 180ms ease;
+}
+.gg-route-card:hover,
+.gg-route-card:focus-visible {
+  transform: translateY(-4px);
+  border-color: rgba(125,249,255,0.48);
+  background: radial-gradient(circle at 90% 0%, rgba(125,249,255,0.15), transparent 42%), rgba(12,13,27,0.96);
+}
+.gg-route-icon,
+.gg-client-icon {
+  width: 44px;
+  height: 44px;
+  display: grid;
+  place-items: center;
+  border: 1px solid rgba(125,249,255,0.28);
+  border-radius: 13px;
+  color: var(--bsn-cyan);
+  background: rgba(125,249,255,0.055);
+}
+.gg-route-card small {
+  margin-top: 18px;
+  color: var(--bsn-cyan);
+  font-family: var(--bsn-font-mono);
+  font-size: 0.68rem;
+  letter-spacing: 0.08em;
+  text-transform: uppercase;
+}
+.gg-route-card strong { margin-top: 8px; font-size: 1.1rem; }
+.gg-route-card p {
+  margin: 11px 0 18px;
+  color: var(--bsn-text-secondary);
+  font-size: 0.88rem;
+  line-height: 1.55;
+}
+.gg-route-card em {
+  margin-top: auto;
+  display: inline-flex;
+  align-items: center;
+  gap: 7px;
+  color: #e8ffff;
+  font-style: normal;
+  font-size: 0.78rem;
+  font-weight: 850;
+}
+
+.gg-client-intro {
+  display: grid;
+  grid-template-columns: minmax(0, 1.45fr) minmax(280px, 0.55fr);
+  gap: 28px;
+  align-items: end;
+}
+.gg-client-promise {
+  display: flex;
+  gap: 14px;
+  padding: 19px;
+  border: 1px solid rgba(217,255,101,0.22);
+  border-radius: 18px;
+  color: #efffc0;
+  background: rgba(217,255,101,0.045);
+}
+.gg-client-promise div { display: grid; gap: 7px; }
+.gg-client-promise strong { font-size: 0.96rem; }
+.gg-client-promise span { color: var(--bsn-text-secondary); font-size: 0.82rem; line-height: 1.48; }
+
+.gg-client-grid {
+  display: grid;
+  grid-template-columns: repeat(4, minmax(0, 1fr));
+  gap: 14px;
+  margin-top: 30px;
+}
+.gg-client-card {
+  min-height: 350px;
+  display: flex;
+  flex-direction: column;
+  padding: 21px;
+  border: 1px solid rgba(255,255,255,0.09);
+  border-radius: 21px;
+  background: linear-gradient(180deg, rgba(15,16,31,0.92), rgba(6,7,15,0.94));
+}
+.gg-client-card h3 { margin: 20px 0 9px; font-size: 1.12rem; }
+.gg-client-card > p { margin: 0; color: var(--bsn-text-secondary); font-size: 0.88rem; line-height: 1.55; }
+.gg-client-card ul { display: grid; gap: 9px; margin: 20px 0; padding: 0; list-style: none; }
+.gg-client-card li { display: flex; gap: 8px; color: var(--bsn-text-secondary); font-size: 0.79rem; line-height: 1.4; }
+.gg-client-card li svg { flex: 0 0 auto; margin-top: 1px; color: #d9ff65; }
+.gg-client-card button {
+  margin-top: auto;
+  display: inline-flex;
+  align-items: center;
+  gap: 8px;
+  width: fit-content;
+  padding: 0;
+  border: 0;
+  color: var(--bsn-cyan);
+  background: transparent;
+  font-weight: 850;
+  cursor: pointer;
+}
+
+.gg-pilot-strip {
+  display: grid;
+  grid-template-columns: minmax(230px, 0.7fr) minmax(0, 1.3fr) auto;
+  align-items: center;
+  gap: 22px;
+  margin-top: 18px;
+  padding: 21px;
+  border: 1px solid rgba(125,249,255,0.18);
+  border-radius: 20px;
+  background: radial-gradient(circle at 70% 50%, rgba(139,92,246,0.1), transparent 38%), rgba(8,9,19,0.9);
+}
+.gg-pilot-strip > div:first-child { display: grid; gap: 6px; }
+.gg-pilot-strip small { color: var(--bsn-cyan); font-family: var(--bsn-font-mono); text-transform: uppercase; letter-spacing: 0.08em; }
+.gg-pilot-strip strong { font-size: 0.92rem; line-height: 1.42; }
+.gg-pilot-steps { display: flex; flex-wrap: wrap; gap: 8px; }
+.gg-pilot-steps span {
+  padding: 7px 10px;
+  border: 1px solid rgba(255,255,255,0.08);
+  border-radius: 999px;
+  color: var(--bsn-text-secondary);
+  background: rgba(255,255,255,0.025);
+  font-size: 0.72rem;
+}
+
+.gg-trust-grid {
+  display: grid;
+  grid-template-columns: repeat(3, minmax(0, 1fr));
+  gap: 14px;
+  margin-top: 26px;
+}
+.gg-trust-grid article {
+  position: relative;
+  padding: 21px;
+  border: 1px solid rgba(255,255,255,0.08);
+  border-radius: 18px;
+  background: rgba(8,9,18,0.72);
+}
+.gg-trust-grid article > span {
+  position: absolute;
+  top: 15px;
+  right: 17px;
+  color: rgba(255,255,255,0.28);
+  font-family: var(--bsn-font-mono);
+  font-size: 0.7rem;
+}
+.gg-trust-grid small { color: var(--bsn-cyan); font-family: var(--bsn-font-mono); letter-spacing: 0.1em; text-transform: uppercase; }
+.gg-trust-grid h3 { margin: 13px 0 8px; font-size: 1.08rem; }
+.gg-trust-grid p { margin: 0; color: var(--bsn-text-secondary); font-size: 0.85rem; line-height: 1.5; }
+.gg-trust-note {
+  display: flex;
+  align-items: center;
+  justify-content: space-between;
+  gap: 22px;
+  margin-top: 16px;
+  padding: 18px 20px;
+  border-left: 3px solid #d9ff65;
+  background: rgba(217,255,101,0.035);
+}
+.gg-trust-note p { margin: 0; max-width: 840px; color: var(--bsn-text-secondary); line-height: 1.55; }
+.gg-trust-note strong { color: #efffc0; }
+
+@media (max-width: 1050px) {
+  .gg-route-grid,
+  .gg-client-grid { grid-template-columns: repeat(2, minmax(0, 1fr)); }
+  .gg-client-intro { grid-template-columns: 1fr; align-items: start; }
+  .gg-pilot-strip { grid-template-columns: 1fr; align-items: start; }
+}
+
+@media (max-width: 700px) {
+  .gg-visitor-routes,
+  .gg-client-section,
+  .gg-trust-section { width: min(100% - 24px, 1320px); }
+  .gg-route-grid,
+  .gg-client-grid,
+  .gg-trust-grid { grid-template-columns: 1fr; }
+  .gg-route-card { min-height: 220px; }
+  .gg-client-card { min-height: 0; }
+  .gg-trust-note { align-items: flex-start; flex-direction: column; }
+}
diff --git a/docs/STRANGER_CLIENT_PASS.md b/docs/STRANGER_CLIENT_PASS.md
new file mode 100644
index 0000000..e0d8622
--- /dev/null
+++ b/docs/STRANGER_CLIENT_PASS.md
@@ -0,0 +1,135 @@
+# GaugeGap / BrainSNN Stranger and Client Pass
+
+## Executive finding
+
+The product demonstrates unusual technical breadth, but the previous public journey optimized for **showing everything built** rather than helping a stranger decide:
+
+1. what this is,
+2. where to start,
+3. why it matters to them,
+4. what BrainSNN has to do with GaugeGap,
+5. what an organization can buy,
+6. and how to begin a conversation.
+
+The next growth constraint is no longer the number of experiments. It is **clarity, conversion and proof of use**.
+
+## End-to-end stranger journey
+
+### 1. Search result and domain
+
+Observed public titles were inconsistent across the apex and `www` hosts, and neither reflected the latest GaugeGap title during the pass. This makes the product appear stale before the page is used.
+
+**Required outcome:** one canonical host, one current title, one deployed build.
+
+### 2. Hero
+
+The previous hero was strong entertainment copy but did not explain the product relationship.
+
+**New framing:**
+
+- GaugeGap = the playable science and interaction surface.
+- BrainSNN = the analysis, decision and publishing engine underneath.
+- Client value = turn a hard idea into something an audience can operate.
+
+### 3. First decision
+
+Twelve equal-weight experiments create choice overload. A first-time visitor should not need to compare twelve cards before seeing value.
+
+**New path:** four intent-based starting routes plus four recommended experiments. The full twelve remain accessible through topic filters.
+
+### 4. First experiment
+
+The experiment must load quickly and make its mission obvious. Loading all twelve simulation engines on the first page penalizes every visitor for code they may never use.
+
+**New behavior:** experiment components load on demand, while direct links still open the requested lab.
+
+### 5. Trust
+
+A visual model can be mistaken for a validated result. The site needs an explicit ladder:
+
+- **Play** — explore behavior and build intuition.
+- **Teach** — connect controls to the mechanism.
+- **Verify** — expose parameters, assumptions, diagnostics and limitations.
+
+The current public arcade should be described as educational numerical models. Stronger scientific claims belong only in releases that expose the evidence boundary.
+
+### 6. Client conversion
+
+The previous page had no public answer to “Can you build this for us?”
+
+**New client pathways:**
+
+- schools, museums and training,
+- publishers and creators,
+- brands and campaigns,
+- research and innovation teams.
+
+Each pathway now explains likely outputs and opens a prefilled pilot brief to `hello@brainsnn.com`.
+
+### 7. Page length and repetition
+
+The page previously displayed the twelve experiments in the arcade and then repeated the full catalogue again below it.
+
+**New structure:** the duplicate catalogue is removed. The lower section now highlights only the three deeper tools: research, content analysis and claim reconstruction.
+
+## Funnel to measure
+
+The analytics allowlist previously dropped the new GaugeGap events silently. The public funnel now has named events, but a real analytics sink still needs to be connected.
+
+Recommended funnel:
+
+1. `gaugegap_landing_viewed`
+2. `gaugegap_pathway_selected`
+3. `gaugegap_lab_selected`
+4. share or completed-mission event
+5. `gaugegap_client_cta_clicked`
+6. qualified pilot conversation
+
+Key rates:
+
+- landing → pathway selection,
+- pathway → experiment interaction,
+- experiment → share,
+- landing → client CTA,
+- client CTA → replied email,
+- pilot brief → paid prototype.
+
+## Remaining priority backlog
+
+### P0 — before promotion
+
+- Confirm `brainsnn.com` and `www.brainsnn.com` resolve to the same current deployment.
+- Confirm the deployed title is `GaugeGap Foundry | Play with the impossible`.
+- Verify every lab on iPhone Safari and desktop Chrome.
+- Connect analytics events to a real privacy-conscious analytics destination.
+- Confirm `hello@brainsnn.com` receives mail.
+
+### P1 — client readiness
+
+- Publish one real case study or internal pilot with before/after engagement evidence.
+- Create one downloadable pilot brief or one-page capabilities sheet.
+- Add a calendar booking route after the email pathway proves demand.
+- Add a lightweight statement of data handling for BrainSNN content scans.
+- Define a repeatable pilot scope, timeline and commercial range.
+
+### P2 — growth
+
+- Give each experiment a crawlable route and dedicated social preview image.
+- Add mission-completion events rather than awarding value only for opening a lab.
+- Add public challenge collections and curated weekly themes.
+- Generate video/post assets from the exact run state.
+- Add classroom and campaign templates only after usage data identifies the strongest labs.
+
+## Product discipline
+
+Do not add another twelve experiments yet.
+
+First prove that strangers can:
+
+- understand the product,
+- start a lab,
+- finish a mission,
+- share a state,
+- and request a pilot.
+
+The next durable moat is not library size. It is the combination of a reusable interaction engine, measurable audience behavior, reproducible states and a repeatable client delivery process.