Sure, there have been ad campaigns in the loo before, but Sharpie-scrawled messages on walls and band stickers on mirrors don’t count. What startup Captive Media has created takes the whole notion of making a splash to a different level. Higher or lower? It remains to be seen.

The urinal entertainment system, or UES if you will, is mounted at eye level right above the urinal and uses an LCD screen that merrily loops videos and advertisements until you walk up to the porcelain. Once you pause in front of the fixture long enough to unzip, it’s game on. Instead of using your hands on a touchscreen to play and pee at the same time (think of how difficult and unsanitary that would be), infrared sensors mounted below the screen shoot down into the urinal to detect the direction of your stream and feed that data back into the system to control the game. When your stream interferes with one of the infrared beams, the sensors can tell in which direction you’re peeing. There are even decals inside the urinal to help you aim (something that can’t be bad to have in even non-gaming visits to the bathroom).