European Esports Company Friendly Fire Announces Major Texas Expansion

Friendly Fire plans to open at least 20 new esports cafes across Austin, Dallas, Houston, and San Antonio in the coming years.

Feb. 1, 2026 at 11:31am

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Friendly Fire, a European esports and gaming company based in Croatia, has announced plans for significant growth and expansion in the U.S., with a focus on opening at least 20 new esports cafes across Texas in the next few years. The company's founder, David Kosir, cited the social, extroverted nature of Texans and the state's business-friendly environment as key factors behind the decision to target the Lone Star State for its U.S. expansion.

Why it matters

Friendly Fire's expansion into Texas represents the growing popularity and mainstream acceptance of esports and social gaming experiences. As traditional sports continue to dominate the Houston sports landscape, the arrival of Friendly Fire could help establish the city as a hub for the burgeoning esports industry.

The details

Friendly Fire currently operates 20 esports cafes across Europe and plans to open at least five locations in each of Austin, Dallas, Houston, and San Antonio. The company's first Houston franchise is expected to open by the end of 2026, with the specific location yet to be disclosed. Each Friendly Fire cafe includes around 50 gaming stations, and franchise fees for prospective owners cost $49,500 for a 1,500-square-foot location. In 2025, Friendly Fire registered more than 150,000 worldwide players and logged over 3 million hours of esports games played in its cafes.

  • Friendly Fire announced its U.S. expansion plans in early 2026.
  • The company expects to open its first Houston franchise by the end of 2026.

The players

Friendly Fire

A European esports and gaming company based in Croatia that operates 20 esports cafes across Europe and is now expanding into the U.S., with a focus on Texas.

David Kosir

The founder of Friendly Fire, who cited the social, extroverted nature of Texans and the state's business-friendly environment as key factors behind the company's decision to target the Lone Star State for its U.S. expansion.

Daryl Morey

The former general manager of the Houston Rockets, who was an early advocate and investor in esports, comparing the early days of American esports to "1950s basketball" and was a part-owner of the League of Legends franchise Clutch City Gaming, which was based in Houston.

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What they’re saying

“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. People want to play together. Playing alone at home feels empty. Social gaming is the future, and Texas is ready for it.”

— David Kosir, Founder, Friendly Fire (chron.com)

“Our European data shows Friendly Fire thrives in regions with social, extroverted consumers; 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.”

— David Kosir, Founder, Friendly Fire (chron.com)

What’s next

Friendly Fire plans to open its first Houston franchise by the end of 2026, with the specific location yet to be disclosed.

The takeaway

Friendly Fire's expansion into Texas, and specifically Houston, represents the growing popularity and mainstream acceptance of esports and social gaming experiences. As traditional sports continue to dominate the Houston sports landscape, the arrival of Friendly Fire could help establish the city as a hub for the burgeoning esports industry.