Captive Media is unveiling a hands-free video game for urinals in pub and restaurant toilets today, designed as a digital marketing tool to 'engage young men out socialising: a notoriously hard market to reach'.

Advertising is integral to the new gaming platform, with branding appearing on the digital screens before, during and after the minute-long games including content from external advertisers as well as offers and event promotions for the host pub or bar.

Captive Media's new pee-controlled games, utilising digital signage technology, will hit bar and pub toilets starting in 2012

Games are controlled by men moving their 'streams' from left to right and scores can then be posted to a leaderboard or directly to Twitter.

"It's a tough time for bars and pubs currently," says Captive Media co-founder Gordon MacSween. "This product offers customers something fun, and unlike anything they've seen before."

Captive Media ran a four-month pre-launch trial in a bar in Cambridge which the company says 'boosted footfall [and] created local "buzz"' and impacted sales of promoted products.

The game debuted at The Exhibit bar in London, UK. Captive Media says it plans to roll out the product across bars and pubs starting in 2012.