Which gaming company pioneered the concept of 'reactive storefront displays' that change based on player behavior and purchase history in their virtual marketplace?

The gaming industry has revolutionized retail experiences through immersive virtual environments. Major game publishers and platforms have pioneered innovative visual storytelling techniques to showcase and sell digital products within their virtual worlds. From elaborate in-game stores to limited-time virtual events, these companies have created new paradigms for digital retail that blur the line between gameplay and shopping experiences.

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Epic Games (with Fortnite's Item Shop)
Electronic Arts (with EA Sports FC/FIFA Ultimate Team Store)
Roblox Corporation (with Robux Marketplace)
Valve Corporation (with Steam Store)