Friendly Fire Plans Expansion Into the United States

Key insights

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New Market

Friendly Fire is expanding its gaming cafe operations into the United States.

The Croatia-based company plans to target Texas and Florida for its initial franchise locations. This move marks a significant strategic shift for the brand.

Franchise Costs

Opening a Friendly Fire franchise requires an investment between $218,400 and $390,685.

This total startup cost includes a $49,500 franchise fee.

Like buying a ready-to-use business kit, the fee covers the brand and setup guidance.

Investment Required. Opening a Friendly Fire franchise requires an investment between $218,400 and $390,685, which includes a $49,500 franchise fee for a 1,500-square-foot facility with approximately 50 gaming stations.

U.S. Market History

The U.S. gaming cafe sector has historically seen high failure rates.

Previous operators like Belong Gaming Arenas, GameWorks, and Nerd Street have struggled. Friendly Fire aims to counter this trend with its established franchise model.

Past Struggles. The U.S. expansion faces historical industry headwinds, as previous gaming cafe operators like Belong Gaming Arenas, Nerd Street, and GameWorks have struggled to maintain successful operations in the region.

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Summary

Friendly Fire, a Croatia-based gaming cafe operator, has announced plans to enter the United States market, targeting Texas and Florida for its initial franchise locations. This expansion follows the recent addition of retired professional League of Legends player Luka “Perkz” Perkovic to the company’s ownership group in December 2025. While the company has confirmed its intent to expand, it has not yet provided a specific timeline for the launch of these U.S. sites.

The company currently operates 20 cafes across Europe and reports having over 200 franchises in various stages of development throughout the United Kingdom, Austria, Belgium, Luxembourg, the Netherlands, Poland, and Spain. The standard franchise model involves a $49,500 fee, with total startup costs estimated between $218,400 and $390,685. Each location typically occupies a 1,500-square-foot facility equipped with approximately 50 gaming stations.

The move into the U.S. market represents a significant strategic shift for the brand, which emphasizes social, in-person gaming experiences as a counter to the isolation of home-based play. However, the company faces a challenging landscape, as the U.S. gaming cafe sector has historically seen high failure rates among previous operators such as Belong Gaming Arenas, GameWorks, and Nerd Street. By leveraging its established European franchise model, Friendly Fire aims to capture what it identifies as an open market for social esports venues.