Which gaming company was the first to launch a virtual reality retail experience allowing customers to 'test play' games in a simulated environment before purchasing?

In the rapidly evolving gaming industry, marketing strategies have transformed dramatically with technological advancements. Virtual reality has opened new frontiers for game promotion and player engagement, creating unprecedented retail experiences. This question explores a groundbreaking moment when a major gaming company revolutionized how players experience game previews before purchase.

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Valve Corporation (with Steam VR Experience Centers)
Sony Interactive Entertainment (with PlayStation VR Showcase)
Microsoft Xbox (with Holographic Demo Lounges)
Nintendo (with Switch VR Preview Portals)