User:Harryt77/sandbox

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.

The Units


The patented system operates through infra-red detection of urine temperature, with the 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. The screen is ‘retrofittable’, requiring only power input and internet connection. Projected light points or stickers placed in the bowl indicate to users where to direct their stream in order to play.

While the idea predominantly appeals to male competitive instincts, the system can also be installed in female washrooms, where users can operate the games by moving their hands underneath the units. These in general are positioned beside the mirrors and hand-dryers, aiming to alleviate boredom experienced whilst queuing.

Amongst others, the system is currently installed in The Exhibit Bar in Balham, London, (see photo) and in the Ta Bouche Bar in Cambridge, UK.

The Games
The system currently carries two games:


 * On The Piste – a skiing game where players must steer to knock over penguins to score points. (See picture).
 * Clever Dick – a pub quiz game, in which players must answer True or False questions.



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.

The Digital Network
As well as the games, the system also acts as a digital signage network: the digital content, 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, 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. 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.

Third-party advertisers to date have included the Portman Group charity DrinkAware.