Jacksonville Emerges as Esports Hotspot in Friendly Fire Expansion

Jacksonville is set to take center stage in Friendly Fire’s ambitious U.S. expansion, as the European gaming café franchise sets its sights on the First Coast for its next phase of growth.

The Zagreb, Croatia–based brand recently announced that Florida will anchor its American debut, with Jacksonville identified as one of four priority cities alongside Orlando, Miami, and Tampa. Company leaders expect to open at least five cafés in each Florida market—positioning Jacksonville as a key driver in the company’s Southeast rollout.

For Founder and CEO David Kosir, Jacksonville’s rapid population growth, expanding downtown revitalization, and emerging gaming culture make it a compelling fit.

“Florida offers the ideal environment for our next phase of growth, with dynamic communities and a strong appetite for shared entertainment,” Kosir says. “Today’s gamers are seeking connection and in-person engagement. Social gaming isn’t just a trend—it’s the future, and Florida is ready to lead the way.”

Jacksonville: A Rising Gaming Destination

Jacksonville’s appeal extends beyond its size as the largest city by land area in the continental U.S. With a growing base of young professionals, nearby colleges and universities, and an increasingly vibrant urban core, the city offers fertile ground for community-focused entertainment concepts like Friendly Fire.

Each planned 1,500-square-foot café will feature around 50 high-end gaming stations, social lounge areas, and a rotating calendar of tournaments and esports events. The concept blends competitive gaming with café culture, encouraging players to connect face-to-face rather than solely online.

The franchise model includes a $49,500 franchise fee, with total startup investments ranging from $218,400 to $390,685. As Friendly Fire seeks franchise partners in Jacksonville and across Florida, the company is betting on strong regional demand for experiential, community-driven entertainment.

From Croatia to the Sunshine State

Founded in 2017, Friendly Fire began as a passion project by Kosir and fellow gaming enthusiasts who envisioned more than just a place to play video games. Their goal was to create a modern social environment where casual gamers and competitive players alike could gather, compete, and build community.

Since then, the company has expanded to 20 cafés across Europe and has more than 200 additional locations in development throughout the United Kingdom, Austria, Belgium, Luxembourg, the Netherlands, Poland, and Spain.

Adding to its global profile, esports 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,” says Perkovic. “You’re sitting next to friends, talking, reacting, and playing together. Expanding into the U.S. is an exciting opportunity to bring that energy to an entirely new audience.”

For more information, visit friendlyfireesports.com.