No mention of "You're in Control" from MIT Media Lab, the clear intellectual predecessor.

http://web.media.mit.edu/~hayes/mas863/urinecontrol.html

Also a friend of mine built something similar for an art show a couple of years ago:

http://riccarvalho.com/project/global-warming/

Not sure if it was inspired by the MIT thing.

Two favorites parts

It's called the Toylet and has an USB for storing highscores.

Just what we need... a new way to get infected via USBs. :)

Not to take away from the brilliance of this, but is it actually a good idea to encourage people to pee as hard as possible each time they use the restroom?

Doing that will make you run out of fuel before completing the objective.

...or to wave it around all over the urinal whilst trying to clean virtual graffiti? Seems like you could turn something like this http://www.toiletmarksman.com/toilet_fly.php into an ad platform too and keep the floor and surrounding walls a little cleaner.

Combine this with customer RFID tags and an hourly free drink for the strongest/biggest pee-er in a club, + optionally a public score-board, and sales might skyrocket...

Interesting concept, and it might work better than salted peanuts...

Would you really want your pee-ing prowess shared publicly? I can't imagine that would impress anyone worth impressing.

There's a reason I've always called Japan the #1 exporter of weird.

This is one of those things that can amuse, impress, and horrify you all at the same time.

I saw a small football on a line and a goal (to which the ball could be pushed) in a couple of bars. I guess this is the next step

As an added twist to the title, "sega" is slang in Italian for masturbation.

So does Sega change their name when marketing in Italy?

Nope, they just live with it, I guess: http://www.sega-italia.com/

Me and friends used to play that game. When we were 8 years old.