It was bound to happen.

Reuters reports that “after three years of development, the men of Britain can at last get gaming while they pee.”

The urinal-based video game system uses infrared sensors to enable users to steer down a ski slope while knocking over penguins or perform other simple actions by aiming their urine to the left, right, or center.

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According to Tech Digest, “Featuring a 12-inch LCD screen with an Atom-dual core microprocessor running Windows 7 embedded, Captive Media’s urinal game features a patented contact-less sensor unit that tracks the heat and movement of a user’s urine stream. It’s a bit like a Wii motion-sensor for wee.”

Developer Gordon MacSween told Reuters that he wasn’t certain how his brain-child would be received until “a group of American servicemen were in the bar, and I heard one of them coming out, high-fiving his mates, saying ‘Twelve!’ And his pals were saying, ‘No way, dude.’ They were going off to play and compete, and I thought, ‘This is good.'”

“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,” MacSween explained. “Sales [at the bar] have been up between 40-50%.”

The advertising-supported system will be rolled out in bars across the UK early in 2012. and MacSween hopes that even under tough economic circumstances, it will give customers “good reasons to go out for a drink at a time when so many are opting to stay in.”

This video is from Reuters, uploaded November 25, 2011.