The demo is limited to ten plays per system.
While not immediately obvious when navigating the eShop, 'FIFA 13' has a 1.2GB demo available. Navigating to the title (which is available as a full digital purchase) reveals a demo icon, and clicking 'More Details' reveals a 'Download Demo' button.
Basic Wii U models cannot download the demo without being attached to an external storage device. As with other downloads, the demo continues to download in the background before needing to be installed.
The demo limits the number of times it can be played to ten, a limitation also found in some 3DS demos.