European gaming café franchise and esports hub Friendly Fire is to enter the United States market, with initial launches planned for Florida and Texas. The move represents a significant step in the Croatian company’s international growth strategy, aiming to transplant its social gaming model to one of the world’s largest gaming audiences.

The U.S. expansion will see the opening of multiple locations across major metropolitan areas in both states over the coming years. The company, which began franchising in 2022, views the American market as a key proving ground for its concept of creating physical social spaces for gamers. According to a press release, this strategy aims to address a perceived demand for communal gaming experiences beyond playing at home.

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“This announcement marks a defining moment for Friendly Fire. Our expansion into the U.S. reflects both the strength of our franchise model and our commitment to building socially engaging spaces for gamers around the world,” said Founder and CEO David Kosir. “The market is wide open and we’re here to fill it.”

Founded in Zagreb in 2017, Friendly Fire has grown to operate 20 cafes across Europe. It has recently accelerated its growth through master franchise agreements, with over 200 additional locations in development across several European countries. The company’s push into North America follows its recent entry into Mexico and aligns with its broader global franchising vision.

The expansion is bolstered by high-profile backing from within the esports community. Last month, retired League of Legends star Luka “Perkz“ Perković joined Friendly Fire’s ownership group as a brand ambassador and strategic advisor. In a statement, Perković highlighted the brand’s focus on in-person interaction: “What makes Friendly Fire work is that it brings gaming back into the physical world.”

According to the company, the total investment to open a 1,500 sq ft Friendly Fire café, featuring around 50 gaming stations, ranges from $218,400 to $390,685, including a franchise fee. “We are actively looking for partners who want to grow alongside us and help bring the Friendly Fire experience to new communities,” added Kosir.

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