Which gaming company's loyalty program was the first to introduce a 'battle pass' system that has since been widely adopted across the industry?

In the highly competitive gaming and virtual worlds industry, customer retention strategies have become increasingly sophisticated. Major gaming platforms and companies have developed unique loyalty programs to keep players engaged and returning to their ecosystems. These programs often include exclusive content, early access to new releases, customized recommendations, and point systems that can be redeemed for digital goods. How well do you know the innovative retention strategies used by the biggest names in gaming?

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Epic Games (Fortnite)
Valve (Steam)
Riot Games (League of Legends)
Activision Blizzard (Call of Duty)