Which gaming company pioneered the use of an interactive alternate reality game (ARG) as a marketing campaign for their flagship product launch?

The gaming industry is known for its spectacular product launches that build massive hype and drive sales. From midnight release parties to elaborate unveiling events, gaming companies invest millions in making their product debuts memorable. Test your knowledge about one of the most innovative product launch strategies in gaming history!

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Microsoft for Halo 2's 'I Love Bees' campaign
Sony for PlayStation 5's 'Play Has No Limits' experience
Nintendo for the Switch's 'Life in a Snap' global treasure hunt
Valve for Steam's 'Aperture Science' virtual puzzle series