FIFA 17 will be playable for the first time in the UK at next month's Insomnia58, organiser Multiplay has announced.
The event, which takes place at Birmingham's NEC between August 26-28, will mark the first public hands-on showing for this year's football game ahead of its September launch, although specific details on the demo have yet to be revealed.
"The UK is obviously a huge market for the FIFA series and so we are delighted, through Insomnia58, to be able to offer UK players the first chance to come and try out the latest installment," said EA Sports' senior product marketing manager James Salmon.
"This year we're looking to bring the latest triple-A titles to our fans at the festival and with the likes of FIFA 17, we are fully delivering on that goal," added Craig Fletcher, CEO of Multiplay.
Tickets to the show, which describes itself as the "UK's biggest gaming festival", are available online from £25.
FIFA 17 launches on PS4, Xbox One, Xbox 360, PS3 and PC on September 29.