If you've never thought urination could be the key to innovation, then think again. After three years of development, the men of Britain can at last get gaming while they pee. 　　 Gordon MacSween designed the game. Co-founder, Captive Media, Gordon Macsween: "I was there the first night we put it in, with my baby on the wall, not sure how people would react. And the first thing that happened was a group of American servicemen were in the bar and I heard one of them coming out, high-fiving his mates, saying: '12!' And his pals were saying: 'No way dude.' And they were going off to play and compete. And I thought: 'This is good'." 　　Users aim at one of three infrared sensors -- to steer themselves down a ski slope, knock down penguins or even answer quiz questions. But this is not just toilet humour. [4]Over a four-month trial at a bar in Cambridge, inventors say it made sound business sense. Co-founder, Captive Media, Gordon Macsween: "Because of where it is, because you've got a minute of a guy's time, with nothing else on his mind, it's a great time to put messages in front of them. 　　And they've promoted certain products where sales have gone up between 40 and 50 percent. And they're now really enthusiastic about using it as a promotional tool." And that's what bar owner Drew Weatherhead hopes to achieve. On Friday, his bar in London became the first place in Britain to install urinal gaming. Bar Ownder, Drew Weatherhead: "I'm really hopeful that it will bring people in, new people, that haven't been here before, which is always an advantage. But also repeat trade, and then people can start using, actually competing against each other." 　　Inventors say more urinals like these are due to hit bars and clubs across the UK in the months to come. And they'll be hoping their hands-free gaming will be this year's hottest release. (Ruairidh Villar/Reuters)