Game on, Houston. For self-described gamers, the city features numerous arcades, simulator-heavy venues, an immersive VR facilities. While those might be designated for “normies”, the city may soon see a proliferation of real-deal Esports gaming venues.
What’s been called the “McDonalds of Gaming”, Friendly Fire is an international Esports gaming franchise that plans to open numerous locations in the Houston area with the first slated to open as soon as this year.
Founded in Croatia in 2024, Friendly Fire has 20 Esports cafes across five countries in Europe, including the likes of Austria, Bosnia and Herzegovina, Croatia, Netherlands, and Slovenia.
Reflecting its gaming cred, former League of Legends player, Luka “Perkz” Perkovic, recently joined as a co-owner and strategic advisor.
The gaming cafes are designed as social hubs for gamers – particularly Gen-Z. Spanning between 1,300 – 3,200 square feet, most locations feature from 40 – 60 gaming stations and are equipped with high-speed fiber internet, high-quality gaming PCs, and pro-grade mice, monitors, and keyboards.
“Expanding into the U.S.—and especially into Texas—reflects both the strength of our franchise model and the massive demand for social gaming experiences,”said founder, David Kosir. “People want to play together. Playing alone at home feels empty. Social gaming is the future, and Texas is ready for it.”
Friendly Fire regularly hosts events including tournaments, leagues, and birthday parties.
“Our European data shows Friendly Fire thrives in regions with social, extroverted consumers; Houston’s open and friendly population is a perfect match,” Kosir said in an interview with Chron. “Additionally, Texas’ business-friendly environment makes it the perfect match for our U.S. expansion starting point.”
Friendly Fire plans to open locations in Austin, Dallas, and Houston. According to Chron, the company could open its first of five planned locations in Houston as soon as this year. The company has not yet disclosed where its locations would be.