Developed by Captive Media, the games fit above existing urinals and are controlled solely by the direction of gents' streams.

When not in active use, the screen plays a mixture of adverts and content from one of the company's six 'PTV' channels.

But when a user approaches, it flips into gaming mode, using patented technology to detect not only his presence but the direction of his stream.

Algorithms then allow the user to control the system just by aiming their stream to the left or to the right.

All of this is achieved with no alteration to the bowl or plumbing; just a single wall-mounted unit with power and the internet, which is both vandalproof and totally waterproof.

Captive Media says the games present venues with a unique opportunity to differentiate themselves from the competition, generate significant local 'buzz' and run memorable on-screen promotions near the point-of-sale.

A summer-long pre-launch trial of the games at Cambridge's Ta Bouche bar revealed that 80 per cent of customers surveyed said they were more likely to stay longer or return to the bar because of the system, while 100 per cent said they would (or had already) told friends.

Ta Bouche's operations director Graham Horner said: "It has exceeded our expectations. They have boosted sales, our customers love them, and the staff love them. The buzz they’ve created is phenomenal."

As a further benefit, Ta Bouche's staff have reported that - with users having more incentive to aim properly - the units improve the hygiene and cleanliness of washrooms.

Captive Media plans to start rolling out the product to selected bars across the UK in early 2012.