Sega, a Tokyo-based firm has launched game consoles, "Toylets", at urinals for men in bars around the country. The games would encourage men to take part in a series of contests by varying the strength and direction of their urine.
According to a Sega spokesman, each of the urinals is fitted with a pressure sensor and a screen is mounted on the wall above the unit, which each cost 1,266 pounds.
Players can choose from five games, which are interspersed with advertisements for products and services, the Telegraph reported.
Sega hopes that users of the lavatories will pay more attention to the adverts if they can also play games while using the facilities.
The most simple game is titled 'Mannekin Pis' and simply measures how hard the player can urinate.
Slightly more challenging is 'Graffiti Eraser,' in which the player is required to remove a picture by pointing a hose at the offending image.
The curiously named 'The Northern Wind, the Sun and Me' is designed to stimulate a player's interest in the opposite sex.
The aim is to blow a girl's skirt up and reveal her underwear, with the harder the player urinating, the harder the wind blowing.
Another game - with the equally odd title of 'Battle! Milk From Nose!' - pits the present user of the urinal against his predecessor.
The power of each player's urine stream is compared and depicted on the screen as milk spraying out of the contestants' noses.
The player with the strongest nose milk knocks his opponent out of the ring.
For players keen to brag about their performance at the urinal, the results can be downloaded onto a memory stick.