During 2010 and 2011, the Riot Games team developed new content for " League of Legends " ;[1] it was during this time that the company realized that people also liked to watch the game being played.[1] As a result, Riot Games established its own " League of Legends " esports leagues which produce weekly broadcasts and create a professional game schedule.[1] Following Riot Games' first world championship event in 2011, a small affair at a conference in Sweden, the company decided to turn their tournaments into professional sports-like events.[2] It invested in broadcasting equipment, hired sports programming producers, and trained Esports to be " TV-ready " .[3] In 2012, Riot Games held its tournament at University of Southern California's Galen Center, offering 1 million us dollar in prize money.[3] Riot Games has since held tournaments in Berlin, Seoul, Madison Square Garden in New York City, and the Staples Center in Los Angeles.[3]