Coca-Cola Park of Allentown said it would be the first sports venue in the world to feature a urinal gaming system, presented by Lehigh Valley Health Network.

The game allows fans to interact with a hands-free urinal game controller, when the Lehigh Valley IronPigs open their 2013 season this April. The video game systems will be featured within all men’s restrooms at Coca-Cola Park.

“I think we are always looking for new and creative ways to entertain our fans,” said Jon Schaeffer, director of new media for Lehigh Valley IronPigs. “We think in partnering with Lehigh Valley Health Network, it just made sense from a marketing approach.”

When a user approaches the urinal, the video console flips into gaming mode, using patented technology that detects both the user’s presence and stream. Algorithms then allow the user to engage with the screen by aiming in different directions to test agility and knowledge.

A U.K.-based company, Captive Media, created and developed the games.

Upon completion (an average of over 55 seconds according to published research) users will receive their score and a code to enter. They can then view their position on the leader board or check the website to see how they stack up with the rest of that night’s competition.

High scores will be displayed in real-time across various videoboard displays within Coca-Cola Park.

LVHN sees the gaming system as a way to increase awareness about men’s health issues that’s different from traditional messages.

“It’s an awareness campaign to make men more aware of their prostate health,” said Brian Downs, spokesman for LVHN. “The idea is to always try to keep it in the back of your mind.”

