Croatia-Based Esports Franchise Sets Sights on U.S. Expansion
- Friendly Fire, a Croatia-based gaming and electronic sports franchise, has snagged $4.7 million in Series A (startup) funding. Friendly Fire expects to use the financing to fund operations and advance the brand’s technology.
- Friendly Fire cafes serve as a place for gaming enthusiasts to meet casually as well as to compete in tournaments.
- More than 640 million people worldwide engage in esports, SQ Magazine reported in February.
- The United States’ first Friendly Fire franchise could open in Houston later this year.
Friendly Fire, a gaming and electronic sports franchise founded in Croatia, has secured $4.7 million in Series A funding with AYMO Ventures. Series A funding is defined as a startup company’s first major round of venture capital financing. AYMO Ventures is a Zagreb, Croatia-based venture capital firm that invests in technology startups and other types of growing businesses.
In a news release, Friendly Fire leadership said it plans to use the money for ongoing operations and to further develop the franchise’s technology. Founder and CEO David Kosir said Friendly Fire has built success by optimizing processes to provide its franchise partners with excellent investment potential. “That’s why we can be so confident today about what works and why we can guarantee success to franchisees who stick to our standard,” Kosir said. “With this investment and with a partner like AYMO Ventures, we now have real wind at our backs and everything we need to deliver on our vision and become the largest gaming cafe chain in the world.”
A statement from AYMO Ventures praised Friendly Fire for producing a connected, expandable system within a market that previously was fragmented and local. Friendly Fire’s technology “turns a good gaming cafe into a network that gets stronger with every new opening. It matters just as much that this is a team that proved the model at its own locations, with its own money, before offering it to anyone else. We’re looking forward to working with David and his team through this next phase of growth.”
Media reports about Friendly Fire’s Series A funding, including a report by The Esports Advocate, do not disclose the valuation, AYMO’s resulting ownership stake or whether AYMO is the sole investor.
Friendly Fire, Then and Now
Friendly Fire launched in 2017, after Kosir and other gaming enthusiasts built a modern, social environment where casual and serious gamers could connect and compete. These esports fans combined state-of-the-art gaming equipment and social spaces with a calendar of amateur tournaments and electronic sports events in Europe.
Today the brand’s global community includes more than 220,000 gamers on its Fire gaming platform, and it has hosted more than 1,000 amateur esports tournaments, according to the news release. Friendly Fire hopes to reach a generous share of more than 640 million esports gamers worldwide. SQ Magazine, which covers digital technology, noted in February 2026 that there are about 318 million core esports enthusiasts and 322 million casual viewers.
The news release stated that Friendly Fire operates 22 company-owned and franchised locations in six countries, plus it has 31 signed franchise agreements. If all of those franchise agreements are fulfilled, Friendly Fire will add 178 additional locations in 11 countries, the news release said. The cost to open a franchise ranges from about $218,000 to $390,000, including the $49,500 franchise fee, The Esports Advocate reported.
Expansion into U.S.
The esports publication also credited Friendly Fire with achieving the enviable goal of successfully moving from its home market into other countries. In addition to Croatia, Friendly fire has cafes in Austria, Bosnia, Cyprus, Herzegovina, the Netherlands and Slovenia.
The brand has signed a master franchisee in Canada and plans U.S. cafes, too. In a Jan. 23, 2026, article by Franchise Times, Kosir said that Friendly Fire will seek only multi-unit owners in the United States. He explained that his franchise doesn’t have the manpower to support a large number of single-unit U.S. franchisees so it will focus on owners who have the bandwidth to operate multiple franchise units.
Houston Debut Coming Soon?
Its U.S. debut could occur this year. On Feb. 1, 2026, the news website Chron.com broke the story “’McDonald’s of gaming’? Esports company eyes massive Texas investment.” That article said Friendly Fire plans to open at least five cafes in four Texas cities: Austin, Dallas, Houston and San Antonio. According to Chron, Kosir said he expected the first Houston franchise to open by the end of this year; no location has been revealed.
U.S. development reflects the demand for social gaming, Kosir said in announcing his brand’s expansion into Texas. “People want to play together. Playing alone at home feels empty. Social gaming is the future, and Texas is ready for it,” Chron quoted him as saying.
European data indicates Friendly Fire thrives among extroverted consumers, Kosir told Chron, so “Houston’s open and friendly population is a perfect match. Additionally, Texas’ business-friendly environment makes it the perfect match for our U.S. expansion starting point.”
