Pee controlled game launched

A new ‘hands-free” game called The 100ml Dash has been launched.

Set to be rolled out in selected bars in the UK and Europe the 100ml Dash allows the participants to control the game by directing their pee stream at targets in the urinal.

The 100ml Dash is a unique game that males at participating bars will be able to play while answering the call of nature – with the digital action displayed before them on a mounted video screen.

The truer their aim, the faster their character sprints.

After the race players can enter their names and times onto a worldwide leaderboard using their smartphone. Scores can also be posted to Twitter.

“We’re celebrating friendly competition” said Captive Media co-founder Gordon MacSween.

The game also provides advertising opportunities both before, during and after the game, giving brands around a minute in which to engage a consumer.

The 100ml Dash, is the latest in a series of irreverent games releases from the British company, whose other washroom diversions include a downhill skiing simulator and a trivia quiz game cheekily entitled “Clever Dick”.

“The game makes every man a competitor,” said Captive Media co-founder Mark Melford.

“It’s also good news for bar owners who benefit from the additional custom generated by buzz and interest around the games.”