(Photo: Friendly Fire)
Croatian-born gaming café franchise Friendly Fire officially launched its North American franchise expansion efforts last week at the Multi-Unit Franchising Conference in Las Vegas, one of the world’s most influential gatherings of multi-unit and multi-brand franchise operators.
The annual conference brings together some of the most influential names in global franchising, offering a platform for networking, knowledge sharing, and exploring new market opportunities.
For Friendly Fire, the event marked a pivotal step in its ongoing growth strategy.
During the conference, company representatives officially unveiled plans to expand into the North American market, signaling a major milestone for the fast-growing brand.
Over several days in Las Vegas, the Friendly Fire team engaged with a “who’s who” of the franchising world, connecting with established operators seeking to diversify their portfolios, scale existing brands, and identify emerging concepts with strong growth potential.
“Our presence at the Multi-Unit Franchising Conference was about more than visibility, it was about building meaningful relationships,” said Friendly Fire founder and CEO David Kosir.
“The response to the Friendly Fire concept was incredibly encouraging, particularly from experienced franchisees looking for innovative, experience-driven brands.”
David Kosir and Domagoj Curkovic (Photo: Friendly Fire)
The North American expansion is expected to initially launch in Florida and Texas, two of America’s largest and fastest-growing gaming markets, with plans to open multiple locations across major metropolitan areas in both states over the next few years.
“We had incredibly promising conversations throughout the conference, reinforcing our belief that there is a strong appetite for what Friendly Fire brings to the market,” said Friendly Fire CMO Domagoj Curkovic, who joined the brand’s delegation in Las Vegas.
“The level of interest and enthusiasm we saw gives us real confidence in our expansion into North America and in the long-term growth of our brand.”
Founded in 2017 in Zagreb, Croatia, Friendly Fire began as a visionary project by Kosir and a group of gaming enthusiasts aiming to create more than just a place to play.
Their goal was to build a modern, social environment where casual gamers and competitive enthusiasts alike could gather, connect, and compete.
Today, the burgeoning franchise has expanded to 20 cafes across Europe, combining cutting-edge gaming equipment, immersive social spaces, and a dynamic calendar of tournaments and esports events.
Friendly Fire’s momentum continues to build internationally, with more than 200 additional locations currently in development across the United Kingdom, Austria, Belgium, Luxembourg, the Netherlands, Poland, and Spain.
(Photo: Friendly Fire)
Adding to the brand’s credibility and appeal, esports legend and Croatian gaming icon Luka “Perkz” Perkovic recently joined Friendly Fire’s ownership group.
“What makes Friendly Fire special is that it brings gaming back into the physical world,” said Perkovic. “You’re sitting next to friends, talking, reacting, and playing together. Expanding into North America is an exciting opportunity to bring that energy to an entirely new audience.”
Including a franchise fee of $50,000, the total investment to open a 1,500-square-foot Friendly Fire gaming café with approximately 50 gaming stations ranges from $255,100 to $399,580.
For more information about Friendly Fire, visit www.friendlyfireesports.com.