The most high-profile marketing stunt the UK games industry has ever seen is set to boost the London Games Festival next week.

Electronic Arts will be taking over Trafalgar Square for three days next week with its Be The One fest, giving gamers the opportunity to play its current and upcoming titles. The public will also be able to take part in live challenges against other consumers – or against celebrity guests from the worlds of showbiz, music, entertainment and sports.

The extravaganza will also feature live music performances from international artists – set to be announced next week – whilst developers from EA’s studios will be taking part in ‘Beat The Makers’ challenges.

“All eyes will be on London this week as we celebrate the enormous creativity and innovation of the interactive entertainment industry,” said Keith Ramsdale, EA’s VP and country general manager for the UK and Ireland. “EA’s event at London Games Festival will give everyone the chance to experience gaming in an exhilarating new way that can be enjoyed by the whole family.”

Tom Campbell, head of creative industries at the London Development Agency added: “We are delighted that EA has taken on Trafalgar Square for the London Games Festival.

Providing such an accessible public event helps enforce our view that the Games Festival forms a major part of the capital’s creative focus. Next year we expect to see more major London spaces being used by games publishers.”