European Gaming Café and Esports Franchise Eyes Houston for U.S. Debut

A European-born gaming café and esports franchise is setting its sights on Houston as part of a major push into the U.S. market, betting that the city’s fast growth and thriving gaming culture make it a natural fit for social, in-person esports experiences.

Friendly Fire, founded in 2017 in Zagreb, Croatia, announced plans to expand into the United States with Texas positioned as a central pillar of its growth strategy. Houston is expected to be one of the primary markets, with at least five locations planned across the metro area in the coming years.

Company officials say Houston’s large population, diverse communities, and rising esports presence played a major role in the decision. The brand is also targeted Austin, Dallas, and San Antonio for expansion.

“Texas—and Houston in particular—has everything we look for,” said Friendly Fire founder and CEO David Kosir. “There’s a strong gaming culture here, but also a real appetite for shared, social experiences. People want places where they can play together, not just online from home.”

Each Friendly Fire café is designed to function as both a gaming venue and a community hub, typically featuring around 50 high-end gaming stations in a roughly 1,500-square-foot space. Locations host casual play, organized tournaments, and esports viewing events, blending competitive gaming with a café-style social environment.

The Houston expansion comes as esports continues to gain traction locally, with universities, amateur leagues, and grassroots gaming communities expanding across the region. Friendly Fire executives say the city’s size and cultural diversity offer long-term potential for neighborhood-based cafés that serve different gaming communities.

While Texas is the centerpiece of the company’s U.S. strategy, Florida is also slated to receive Friendly Fire locations as part of the initial rollout.

Friendly Fire has grown rapidly in Europe, now operating 20 cafés across the continent with more than 200 additional locations in various stages of development. The company recently added esports star Luka “Perkz” Perkovic to its ownership group, a move aimed at strengthening its credibility within competitive gaming circles.

“What makes Friendly Fire different is that it brings gaming back into a physical space,” Perkovic said. “It’s about sitting next to people, reacting together, and building real connections.”

Including a franchise fee of $49,500, the total investment to open a Friendly Fire gaming café ranges from $218,400 to $390,685. Company representatives say interest from prospective franchisees in Houston has been strong.

If all goes as planned, Houston could soon become one of Friendly Fire’s largest American footprints—positioning the city as a hub for the next phase of social gaming and esports growth.