League of Legends was generally well received upon its release in 2009, and has since grown in popularity, with an active and expansive fanbase. By July 2012, League of Legends was the most played PC game in North America and Europe in terms of the number of hours played. In January 2014, over 67 million people played League of Legends per month, 27 million per day, and over 7. 5 million concurrently during peak hours. League has among the largest footprints of any game in streaming media communities on platforms such as YouTube and Twitch; it routinely ranks first in the most-watched hours. In September 2016, the company estimated that there are over 100 million active players each month. The game's popularity has led it to expand into merchandise, with toys, accessories, apparel, as well as tie-ins to other media through music videos, web series, documentaries, and books.