Which major gaming retailer was first to launch a fully immersive VR shopping experience in 2016, allowing customers to browse and purchase games in a virtual store?

Virtual Reality has transformed not just how we play games, but how we shop for them too. Major gaming retailers have experimented with VR shopping experiences that allow customers to browse virtual stores, interact with 3D game box art, and even test game demos before purchasing. This innovative approach to retail customer journeys in gaming has created entirely new possibilities for how consumers discover and purchase their next favorite titles.

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GameStop with their 'PowerVR' platform
Steam with their 'The Lab: Steam Storefront' VR experience
Epic Games with their 'Epic VR Marketplace'
Best Buy with their 'Gamer's Paradise VR'