Nintendo has revealed that publishers determine how long game demos remain available on the Wii U eShop, as well as the number of times they can be played.
“Each publisher has the opportunity to decide how long demos will stay on the eShop, and how many times consumers can play them before they expire.” - Nintendo representative
After a demo expires, you will receive the following message if you try to start it:
“This demo can no longer be used. View information about the full version in the Nintendo eShop?”
Selecting "Yes" takes you to the game's page in the hopes that you will purchase the full version of whatever game you are playing. The 3DS employs a similar system which allows gamers to play a demo a certain amount of times as well.
Source: Eurogamer
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