Which gaming company pioneered the 'Season Pass' business model that revolutionized post-launch content marketing and is now standard across the industry?

The gaming industry has pioneered some of the most innovative and effective marketing strategies in consumer product history. From viral campaigns to controversial advertisements, game publishers have pushed boundaries to capture attention and drive sales. This trivia question focuses on a famous marketing strategy that changed how games are promoted and distributed, creating a model that many other industries have since attempted to replicate.

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Rockstar Games with Grand Theft Auto IV (2008)
Epic Games with Fortnite (2017)
Bethesda Softworks with The Elder Scrolls IV: Oblivion (2006)
Electronic Arts with FIFA 09 (2008)