The Electronic Arts Experience Project in the Peak Tower mall at the terminus of the Tram Station on the Peak offers the only retail experience from EA that I've seen.  The project itself is a two-story architectural edifice built in the foyer at the top of the Peak Tower shopping center, just off the observation deck.  The project itself is much more than a retail store-front, though there are EA games and related merchandise for sale.  However, it's probably more appropriate to call the showcase a museum - or perhaps shrine - to gaming.  There is plenty of interesting paraphernalia, as well as plenty of stations set up to enjoy EA PC and console games. 

But the coolest feature by far has to be the games projected onto the floor.  Through a combination of projected game pieces and motion sensors, you can play soccer or ice hockey on a projected court by kicking a ball or puck around.  A lot of fun, especially for little kids fascinated by the feedback they get when they kick a non-existent ball that still moves when contacted by their feet.

All in all, I'm glad I made the migration to the Peak - the view was great, the Bubba Gump Shrimp was okay, but for me at least, the EA Experience Project was the highlight of the trip.