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The advert, which will have a two-week trial, will use a high-definition camera to scan hundreds of thousands of passers-by. It will guess their gender based on the distance between their eyes, the width of their nose, length of the jawline and shape of their cheekbones. With a built-in computer, touchscreen and sound, it will be 90 per cent accurate, its designers say. "We're not giving men and boys the choice to see the full ad on this occasion - so they get a glimpse of what it's like to have basic choices taken away," said Marie Staunton, Plan UK's chief executive.

"We are not looking to do business today with the garage developer," Nintendo of America President Reggie Fils-Aime told Gamasutra at the recent Game Developers Conference.