London Pub Installs Pee-controlled Video Games in Bathrooms

Ready, aim, fire!

When folk start drinking, their aim can get pretty messy. Though there are certain home-remedies for helping those with terrible aim to stay tidy (the old cork in the toilet trick worked a treat when we were at school), one pub in England is taking things to the next level with a video game that is won with perfect aim.

The Exhibit on Friday unveiled a couple of new games for its male patrons. Located in the loos, the video games are controlled by the customer's stream of urine and test the player's accuracy. Tapping into customers' competitive side, there's also a Twitter leaderboard. The pub is also using the games to boost business as the games are interspersed with ads and offers for special deals.

Captive Media, the company behind the games, says that the urinals in The Exhibit are the first of their kind in the world and claims that they offer a unique opportunity for businesses looking to advertise to young men out socializing, a hard market to reach. The company plans to roll out the product across selected bars from early 2012.

"It's taken three years of research and development to get to this point," says Captive Media director Mark Melford. "The reaction to the units so far has been incredible – it’s just so much fun."

"We already had a huge amount of interest in the units from bars, pubs, exhibition centres and retail outlets across the country and overseas – even though we’ve been trying to keep a lid on it," says Captive Media cofounder Gordon MacSween.

Check out the video below to see the game in action.