Which gaming company was the first to introduce interactive 'gaming zones' in their retail stores where customers could play unreleased titles on dedicated high-end hardware?

The gaming retail landscape has transformed dramatically over the past decade, with physical stores adapting to digital distribution challenges. Some companies have pioneered innovative experiential retail concepts to keep brick-and-mortar relevant in the gaming world. This question tests your knowledge of a significant retail innovation that changed how gamers interact with products in physical stores.

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Nintendo with their 'Nintendo World Store' concept in 2005
Sony with their 'PlayStation Experience Centers' in 2009
Valve with their 'Steam Labs' physical locations in 2011
Microsoft with their 'Xbox Gaming Lounges' in 2001