I’ve played this game for 10 years and it feels like Riot exclusively focuses on maintaining current users rather than growing new users.

Examples:

• I rarely ever see ads for downloading LoL.
• Champion releases have not slowed down. There is a huge learning curve for new player to understand what all ~170 champions do.
• Although the player tutorial has been fixed some years back, for a long time it was not a good reflection of how the game is actually supposed to be played. To me this shows they don’t really care about having a good tutorial.
• The meta changes frequently and new users have to adjust when they might have just learned to play a certain way. This can be either exciting for players or a turn-off.
• I’m sure there are several more examples that I can’t think of but I may drop in more throughout the day.