Ten years after they’re launched, most video video games’ shelf lives have lengthy since expired. However it’s going to take greater than time to kill League of Legends, which is celebrating the 10th anniversary of its launch by letting its followers know that the multiplayer on-line battle enviornment sport is simply getting began.

However regardless of its broader impacts creating an enormous e-sports competitors scene and turning into a pacesetter within the on-line sport market, League of Legends remains to be only one sport. So mother or father firm Riot Video games introduced Tuesday it’s including three new video video games to the League of Legends universe as the unique title celebrates a decade of avid gamers taking down Nexus after Nexus.

“It’s really the turning of the page for the organization,” Riot Video games co-founder Marc Merrill tells Fortune. “We’re evolving from being the League of Legends firm to being Riot Video games and creating, working, and publishing quite a lot of completely different video games.”

During the last ten years, League of Legends has grow to be a tent pole for Riot, each as its flagship product and its entrance into the profitable world of worldwide e-sports. Netting billions in income for years, League of Legends made Riot one of the influential publishers in your complete gaming business inside only a few years of its founding in 2006. It introduced in an estimated $1.four billion in income final yr and over $2 billion in 2017, in accordance with shopper information firm Statistica.

Two years after the sport’s launch in 2009, Riot additionally started to wade into e-sports. With greater than 10 million energetic League of Legends gamers at the moment, Riot, then a U.S.-based writer, was in a position to maintain its personal amongst dominant rivals in China and South Korea.

In fact, Riot additionally struck a vital deal that catapulted the sport and firm to new highs. Tencent, an enormous Chinese language tech conglomerate, bought a 93% stake in Riot in 2011 earlier than shopping for the remainder in 2015. Tencent has been shifting additional into the gaming business in China and the U.S., investing in Activision-Blizzard, Ubisoft, and different U.S. gaming corporations.

Tencent’s involvement with Riot has saved the corporate going robust (and increasing) by at the moment. Tuesday’s announcement of three new League of Legends titles consists of on-line card sport Runeterra and two different yet-to-be-named releases (one a tactical shooter and the opposite a preventing sport). On high of the expanded sport universe, there can be a League of Legends animated sequence referred to as Arcane coming in 2020. Nevertheless, Riot hasn’t finalized particulars, together with the place it should air and with what number of episodes.

The addition of the brand new video games and sequence is a considerable shift within the enterprise mannequin for Riot Video games, which has been virtually singularly targeted on delivering simply the one League of Legends title—and its associated experiences—however delivering it nicely and offering constant updates.

That dedication to at least one singular product has yielded dozens of e-sports groups internationally, with the 2018 League of Legends World Championship Finals reaching practically 100 million distinctive viewers—a testomony to how far the sport has come.

League of Legends was not Pokemon Go—we didn’t present up and instantaneously grow to be a smash hit,” Merrill says. “We had a business model that was very unproven, and we had a lot of skeptics from the industry and the media.”

Now, with the forthcoming League of Legends titles, skeptics have extra gas Riot’s success. However there’s one factor they’ll’t argue: The previous ten years have been a snowball.

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Meet up with Knowledge Sheet, Fortune’s every day digest on the enterprise of tech.

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