Online betting operator Betsafe’s new marketing campaign is asking punters to take the piss – literally.

The UK-licensed Betsafe – an offshoot of Swedish betting operator Betsson – recently launched its Rugby Challenge to coincide with the 2015 Rugby World Cup, the quadrennial quest for world rugby bragging rights that kicked off in the UK on Sept. 18.

In partnership with Captive Media, Betsafe has equipped 75 pubs and bars across the UK with special urinals that use sensors to detect the direction and strength of a stream of urine. Participating punters must wield their tackle to help an animated player avoid actual tackles on his way to the goal line, their progress viewable on a video screen located at eye level.

The total of yards carried and tackles broken are used to calculate a punter’s score, which is then compared with the score earned by former England rugby star Kyran Bracken. Beating Bracken’s best allows punters the opportunity to register with Betsafe for a draw that will see one lucky player win a pair of tickets – one for each kidney – to the World Cup final in Twickenham on Oct. 31.