IronPigs first to feature 'urinal gaming'

ALLENTOWN, Pa. -- Coca-Cola Park will be the first sports venue in the world to feature a brand-new, revolutionary "Urinal Gaming System," allowing fans to interact with the world's only truly hands-free urinal game controller, when the Lehigh Valley IronPigs open their 2013 season this April. The "pee-controlled" video game systems will be featured within all men's restrooms at Coca-Cola Park and are exclusively presented by Lehigh Valley Health Network.

"These games are sure to make a huge splash," exclaimed IronPigs General Manager Kurt Landes. "Our fans are always looking for the next big thing and these 'X-Stream games' are another example of our commitment to providing an unparalleled entertainment experience in all aspects of Coca-Cola Park, including our restrooms."

When a user approaches the urinal, the video console flips into gaming mode, using patented technology that detects both his presence and stream. Algorithms then allow the user to engage with the screen by aiming in different directions to test their agility and knowledge. The games are 100-percent intuitive and custom-built to provide a unique user interface along with an easy and seamless experience. The Urinal Gaming System was created and developed by United Kingdom-based Captive Media. For more information on Captive Media, or to see a video of the pee-controlled video games, visit www.captive-media.co.uk.

Upon completion (which takes about 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.

"Baseball fans know all about RBI, ERA and OBP," said Angelo Baccala, MD, of Lehigh Valley Urology Specialty Care and chief of Lehigh Valley Health Network's division of urology. "But when it comes to their own PSA, many men don't have a clue. We see this game as a fun and unique opportunity to remind men about the importance of prostate health."

Understanding what prostate-specific antigen (PSA) means is just a first step, Baccala said. He hopes the game will motivate more men to talk with their physician and, if appropriate, get screened.

"Baseball, above all, is about team, and so is prostate health. Men should work together with their physician to devise a gameplan that makes sense for them."

There are a number of games planned for the 2013 season, including alpine skiing, which allows users to speed their way through snowy mountains on a snowmobile while attempting to hit cartoon penguins (seriously). The games will rotate throughout the season to provide users with a unique experience.

Captive Media's technology was in development for four years prior to debuting in venues in the UK in 2012. Coca-Cola Park is their first Global and North American sports venue.