Okay, we are here at EATnovations at the Convention Center at South by Southwest, where everybody's all about the latest technologies and food when they're in Texas and this sort of melds the two.

I'm here with Kevin and Tracy.

Tracy and I are going to battle it out and Kevin's gonna explain to us what we're, what are we doing?

So today we're gonna be playing the Flatzza mental tug of war game.

And so the way it works is, you're gonna put on one of these EEG headsets.

And these EEG headsets, it goes on your forehead, this paddle here, and then clips to your ear.

And it creates a circuit and it monitors your brain activity.

And so while you're playing the game, what you do is you try to focus as much as you can on the Flatzza pizza.

And whoever concentrates harder, wins the battle.

Does it, does it depend on how hungry you are?

Cuz I'm starving.

I don't know how I'm gonna say, I'm starving.

So this is going to be a battle, this is a serious battle right now.

Good.

No, so.

That's the best way to concentrate, gotta have that hunger.

So.

You ready?

Y'all set?

May the best lady win.

Here we go.

You gotta concentrate on the pizza, as hard as you can.

Oh my god, okay.

Oh come on, she's just destroying you over here.

Yeah, if you were to Flatzza.

Best two out of three.

I was concentrating so hard.

Two, one, go!

Uh-oh, here we go.

Great job.

Thank you.

Thank you.

So, the bar at the top measures their concentration level and the harder you concentrate, the more the pizza is gonna pull to your side.

It's a mental tug of war.

One more time.

Bring it home, beta brain.

Thank you.

Killing it.

Killing it.

Take it back.

No one's ever called me beta brain before.

Beta brain?

A lot of alpha's going on.

This is terrible!

What?

I was doing good.

Okay.

I'm Uh-oh.

Oh, hey.

Hey.

I'm loading the pizza.

Three for zero.

I am concentrating so hard.

Well, thank you guys for playing.

I hope you had a good time.

This was so much fun.

I had fun.

It was fun.

Okay, I I will be the sore loser.

It's okay.

You know what?

If any, if I have to lose to anyone, I'll lose to you.

Because I am a gracious winner.

I'm gonna take you down to the Subway square.

I'm gonna buy you a Flatzza.