A British-based company has unveiled what it claims to be the world’s first urinal-mounted, urine-controlled game console for men.

Captive Media saytheir device allows for “around a minute-long opportunity to catch young men with targeted ads”.

Mark Melford, director of the company, explained to Metro: “It’s taken three years of research and development to get to this point [and the] reaction to the units so far has been incredible – it’s just so much fun.”

Games that can be played include “Clever Dick” – where you aim left or right for the correct answer – and urinal gamers can post their scores via Twitter.

Internal Business Times says: “Bar bosses hope the games will not only attract new customers, but that regulars will drink more in order to play longer and set new high scores.”

According to Metro, beer sales increased by 47 per cent at the Exhibit Bar in Balham, South London, where the trial has taken place. “It’s a tough time for bars and pubs currently,” Captive Media’s co-founder Gordon MacSween told the paper. “This product offers customers something fun, and unlike anything they’ve seen before. Those are two good reasons to go out for a drink at a time when so many are opting to stay in.”

BBC News reports that the trade paper Adweekhas calculated that on average “men are rooted to the spot for 55 seconds while they relieve themselves [which will add up to] 9 months over the course of their lifetimes”.

Time magazine reports that the bar’s owner, Drew Weatherhead, “hopes the games attract new customers and, in a way, the idea is quite ingenious”.