Which gaming company pioneered the use of alternate reality games (ARGs) as a marketing strategy, with their groundbreaking 'I Love Bees' campaign for a major franchise launch?

Test your knowledge about how major gaming companies have revolutionized marketing strategies in the virtual worlds industry. The gaming industry has evolved dramatically in how it reaches and engages consumers, with some campaigns becoming legendary within marketing circles. This question focuses on a particularly innovative approach that changed how games are marketed to mainstream audiences.

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Microsoft/Bungie (for Halo 2)
Sony (for God of War)
Nintendo (for The Legend of Zelda)
Electronic Arts (for Battlefield)