# First-Seconds CPI Rules
## The Neuroscience of Instant Comprehension
### Cognitive Processing Limitations
Research shows mobile users allocate **400–600 milliseconds** to evaluate ad relevance before swiping away[5]. Hybrid puzzle games face heightened scrutiny because their dual casual/mid-core nature risks confusing audiences if not instantly contextualized. Successful ads leverage:
- **Preattentive visual processing**: The brain identifies basic shapes/colors in 200ms
- **Saccadic eye movements**: Users fixate on central focal points first
- **Auditory priming**: Sound cues accelerate pattern recognition
**Example:** *Royal Match* ads use a radial burst of gold particles around matched tiles (preattentive motion) paired with a ascending chime (auditory priming) to communicate match-3 mechanics before conscious processing begins[5].
---
## Visual Implementation Framework
### 1. Focal Point Composition
| Element | Specification | Purpose |
|-------------------|----------------------------------------|-----------------------------------|
| Core Mechanic | 55–60% of frame area | Instant genre recognition |
| Progress System | 15–20% (e.g., level counter) | Depth signaling |
| Reward Preview | 10–15% (floating gem/coin) | Motivation hook |
| Negative Space | 15% minimum | Reduce cognitive load |
**Color Contrast Guidelines:**
- **Primary mechanic:** RGB values with ≥30% luminance difference from background
- **Interactive elements:** #FFD700 (gold) or #00FF00 (green) for positive valence
- **Avoid:** Analogous color schemes causing blending (e.g., blue on teal)
---
## Audio-Visual Synergy Tactics
### 1. Millisecond-Precise Sound Design
- **0–300ms:** High-frequency "ping" (2000–4000Hz) draws attention
- **300–600ms:** Descending melodic motif establishes genre (e.g., puzzle chimes)
- **600–1000ms:** Bass thump on tile match/placement confirms action
**Case Study:** *Triple Tile* ads use a **C6 piano note** (1046.5Hz) at 0:00.4 synchronized with a tile rotation, achieving 19% higher 1-second retention vs. silent opens[5].
---
## Platform-Specific Optimization
### 1. TikTok/Reels Vertical Format (9:16)
- **Focal Pyramid Layout:**
```
Top 20%: Brand logo (animated 3D flip)
Middle 50%: Core gameplay (zoomed 120%)
Bottom 30%: Progress bar + CTA button
```
- **Auto-Play Sound Strategy:**
- 0:00–0:01: Game SFX only (no music)
- 0:01+: Background music fade-in
### 2. Meta Feed Ads (1:1 Square)
- **Radial Attention Flow:**
```
Center: Mechanic demonstration
Clockwise from top-right:
1. Level counter
2. Currency tally
3. Character avatar
```
- **Silent Auto-Play Adaptation:**
- Use motion trails/particle effects to emphasize actions
- Animated arrows guide eye movement
---
## Hybrid-Specific Layering
### Dual-Message Integration
1. **First Frame (0:00–0:00.5):**
- Casual mechanic (e.g., tile swap)
- Single-color background (#FFFFFF/#000000)
2. **Second Frame (0:00.5–0:01.5):**
- Mid-core element reveal (e.g., boss health bar)
- Background transitions to themed environment
**Technical Execution:**
- **Unity Timeline:** Blend between camera rigs at 0:00.3
- **After Effects:** Radial wipe transition (20px feather)
---
## Validation and Testing Protocol
### 1. Heatmap Analysis
- **Tool:** AI-powered gaze tracking (e.g., PlaybookUX)
- **Success Metric:** ≥80% of viewers fixate on core mechanic within 0.8s
### 2. A/B Test Matrix
| Variant | Modification | KPI Target |
|---------|-------------------------------|--------------------------|
| A | Base creative | CTR Benchmark |
| B | +200% particle density | +15% 1s Retention |
| C | Audio logo at 0:00.2 | +20% Brand Recall |
| D | Animated CTA arrow | +10% Installs |
---
## Creative Production Pipeline
### 1. Asset Previsualization
```
Week 1: Core mechanic isolation → 3 variations
Week 2: Contextualization → 2 environments
Week 3: Hybrid element integration → 4 combinations
Week 4: Platform adaptation → 3 formats per asset
```
### 2. Rapid Prototyping Tools
- **FigmaMotion:** Create 150ms micro-animations
- **Unreal Engine MetaHuman:** Generate reactive character avatars
- **Runway ML:** AI-generated background variations
---
## Compliance and Ethical Considerations
### 1. [IAB Standards Adherence[6] ]
- **Disclosure Timing:** "Ad" label integrated into HUD elements (0:00–0:01)
- **Exit Option:** Skip button appears at 0:30 but remains inactive for first 1s
- **Frequency Capping:** Max 3 impressions/user/day across networks
---
## Performance Optimization Checklist
1. Confirm mechanic occupies ≥50% frame area
2. Verify color contrast ratio ≥4.5:1 (WebAIM)
3. Sync key visual event with audio peak (0:00.4–0:00.6)
4. Include animated reward preview (floating coin/gem)
5. Test 3 CTA variants: "Play Free" vs. "Solve Now" vs. "Beat Friends"
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