Captive Media, a London, UK-based startup that has developed pee-controlled videogames for public restrooms, has raised £442k in seed funding.
Backers Cambridge-based technology fund Martlet, and serial tech investor Mike Ullmann, chair of Prodigy Finance. Ullmann and Martlet’s Peter Cowley will join the company’s board.
The company intends to use the funding to scale globally, particularly in the US where it plans to target hotel chains and airport toilets as well as to and to bring on board big-brand advertisers.
Launched in 2011 by Gordon MacSween and Mark Melford, Captive Media’s “pee-controlled” washroom media system are installed above urinals in public venues like bars, hotels and airports, and feature games which are controlled by aiming left and right in the bowl.
The company has already installed washroom units in venues across eight European countries.