ALLENTOWN, Pa. -- Talk about streaming media: The Philadelphia Phillies' top minor league affiliate is set to debut what it calls a "urinal gaming system" at its ballpark in Allentown.

The Lehigh Valley IronPigs tapped a British company to install the system in men's restrooms at Coca-Cola Park.

It consists of a video display mounted above each urinal. When a fan approaches, the video console will sense his presence and switch into gaming mode. The guy aims left or right to control the play on the screen.

The team said Tuesday that Coca-Cola Park will be the first sports venue in the world to feature the gaming system. It'll be ready by opening day next week.

IronPigs general manager Kurt Landes says he didn't want to flush away a golden opportunity to entertain fans. He says the games are -- wait for it -- "sure to make a huge splash."