Leveling Up in the City Beautiful: Friendly Fire Targets Major Orlando Expansion

Orlando is poised to become a central hub in Friendly Fire’s ambitious U.S. expansion, as the European gaming café franchise sets its sights on opening multiple locations across the City Beautiful in the coming years.

The Zagreb, Croatia–based franchise announced this week that Florida will anchor its entry into the American market, with Orlando identified as one of four priority cities alongside Jacksonville, Miami, and Tampa. Company leaders expect to open at least five cafés in each Florida market, positioning Orlando as a key launchpad for the franchise’s Southeast growth.

For Founder and CEO David Kosir, Orlando’s combination of young residents, a thriving tourism economy, and a fast-growing esports and gaming culture makes it a natural fit.

“Florida offers the ideal environment for our next phase of growth, with dynamic communities and a strong appetite for shared entertainment,” says Kosir. “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.”

Orlando: A Strategic Gaming Destination

Orlando’s appeal goes beyond its reputation as a global tourism capital. With major universities, a steady influx of young professionals, and a strong events infrastructure, the city provides fertile ground for community-driven entertainment concepts like Friendly Fire.

Each planned 1,500-square-foot café will feature approximately 50 high-end gaming stations, immersive social spaces, and a rotating schedule of tournaments and esports events. The concept blends competitive gaming with café culture, encouraging players to connect in person rather than solely online.

The franchise model requires a $49,500 franchise fee, with total startup investments ranging from $218,400 to $390,685. As Friendly Fire seeks franchise partners in Orlando and other Florida cities, the company is betting on the region’s appetite for experiential entertainment.

From Zagreb 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.”

Building a Florida Footprint

While Texas is also part of the company’s initial U.S. rollout, Florida remains the focal point — and Orlando stands out as a centerpiece of that strategy.

If the expansion unfolds as planned, Orlando gamers could soon find multiple Friendly Fire locations woven into the city’s entertainment landscape, offering a new kind of social gathering space built around esports, competition, and community.

For more information, visit www.friendlyfireesports.com.