digital signage out of home advertising interactive media founded 2007 website www.captive media.co.uk captive media is a british company founded in 2007 . they design and manage an interactive digital signage entertainment and media system for installation above men s urinals . the units allow users to play a video game by directing their stream left or right . 2 contents 1 units 2 games 3 network 4 references 5 external links units edit captive media installation in the exhibit bar in balham london . the patented 3 system operates through the detection of urine temperature with sensors integral to the screen unit which is positioned above the bowl in front of the user . the unit contains a 12 inch led display and an intel atom dual core processor with a windows operating system . 4 the hardware is enclosed in a waterproof and vandal proof ip65 rated case . 5 the screen is retrofittable requiring only power input and internet connection . 6 projected light points or stickers placed in the bowl indicate to users where to direct their stream in order to play . 7 while the idea predominantly appeals to male competitive instincts the system can also be installed in female washrooms . these in general are positioned beside the mirrors and hand dryers aiming to alleviate boredom experienced whilst queuing by displaying video and visual content . 8 in 2013 captive media developed a universal unit that would fit above any urinal or trough to help installations outside of the uk . the units are currently installed in around 100 locations across the world . in the uk they can be found in venues such as yo sushi in soho walkabout and butlins . captive media had its first us installation in early in march 2012 at a baseball stadium generating a large media response . 9 games edit screenshot of game on the piste . the system currently carries a number of games including on the piste a skiing game where players must steer to knock over penguins to score points . 10 see picture . clever dick a pub quiz game in which players must answer true or false questions . 11 artsplash players must colour in a picture on the screen directing their stream left or right in order to change the colour . 100ml dash an olympic sprint game in which players must move their stream left and right in order to run a race . 12 there are other games in development including a racing game . players can access an affiliated website called captive games in order to see their scores on a live leader board and can use twitter and other social media to share them . 13 in the summer of 2013 a new vouchering feature was developed to enable a player to win a prize . network edit captive media units . as well as the games the system also acts as a digital signage network the digital content media including videos graphics and internet memes occupies a loop which is displayed when the unit is not in use as a game . third party advertisers as well as the venue itself can display their own promotional material within this loop . as a form of out of home advertising or digital out of home advertising dooh the system takes advantage of the long dwell time of the user research shows that average male visit time is up to 55 seconds 14 and of the memorable nature of the units themselves . as such captive media aims to capitalise on the growing dooh market worldwide and the increasing interactive and gamification platform market for advertising . pq media put global dooh revenues for 2011 at 6.97 billion projecting growth to 8.3 billion in 2012 . 15 m2 research forecasts the global gamification platforms market to reach 242 million by the end of 2012 and to climb to 2.8 billion by 2016 . 16 third party advertisers to date have included the portman group charity drinkaware . references edit fmbx news . bbc news toilet gaming technology targets urinal boredom . 28 november 2011 . the guardian play while you pee urinal based games console granted patent . london . 29 november 2011 . windows for devices urinal based gaming system aims to please . eg technology captive media launch a revolutionary hands free video game for men s urinals . tech digest playstation pee . macleans straight shoters . digital outside uk s captive media turns urinals into games . http www.captive media.co.uk gizmag gamers don t need to be a whiz to play new video game system . rosenberg urinal video games give new meaning to streaming media . the drinks business the 100ml dash pee controlled game launched . future digital marketing digital marketing comes in the men s room . admedia the ultimate bar media . business wire research and markets . m2 research gamification in 2012 . external links edit official website captive games live scores of games on captive media units retrieved from https en.wikipedia.org w index.php title captive media & oldid 614511294 categories media companies of the united kingdombritish companies established in 2007hidden categories pages using infobox 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