Activity is taking place within the brand experience zone of media operator EYE, which manages five airport advertising concessions in the UK. EYE estimates that more than four million passengers will pass through Manchester Airport during the summer holiday period and spend an average of two and a half hours in the airport prior to departure.

EA Games experiential marketing manager Penny Humphrey said: "Our decision to use EYE's airport zones as an experiential forum is largely attributed to the high percentage of family leisure travellers who are moving through airports at this time of year, and the immediate link to retail at a time of need. Families travelling with young children are anxious to keep them occupied both at the airport and during their flight, and our games fulfil that immediate need."

Visitors can sample eleven games, including FIFA 08, My Sims and The Simpsons.