Croatian gaming cafe operator Friendly Fire has raised €4 million in a Series A funding round backed by Zagreb-based venture capital firm AYMO Ventures. The company plans to use the investment to accelerate its international expansion, further develop its proprietary technology platform, and strengthen the systems it provides to franchise partners. The financing comes as Friendly Fire prepares to add several new European locations and broaden the geographic reach of its gaming and esports-focused franchise network.
Scaling the Franchise Network
Friendly Fire operates gaming cafes designed around competitive gaming, esports, and social entertainment, with its expansion increasingly driven through a standardized franchise model. The company has developed operational processes intended to give franchisees a repeatable framework covering venue management, customer experience, technology, and ongoing support. According to Friendly Fire CEO David Kosir, the model was refined through years of operating the company's own locations before being extended to external franchise partners.
The new capital is expected to help Friendly Fire accelerate the rollout of additional venues while improving the infrastructure that supports its growing network. Management sees technology as a central part of that strategy, particularly as the company seeks to connect individual gaming cafes through a unified operating platform rather than treating each venue as an independent business. Friendly Fire believes that approach can help create greater consistency across locations while allowing its franchise network to scale more efficiently across different markets.
AYMO Ventures Backs International Growth
AYMO Ventures is supporting Friendly Fire as the company moves into its next stage of expansion across Europe. The Zagreb-based venture capital firm said Friendly Fire is addressing a gaming cafe market that has historically been fragmented and largely local by building a connected network supported by operational expertise and proprietary technology. AYMO also highlighted the company's decision to validate its model through internally operated venues before expanding through franchising.
The investor said Friendly Fire's technology layer is an important component of its potential scalability, allowing new locations to contribute to a broader network rather than operate in isolation. The funding will support continued development of those systems alongside investment in franchisee services and international market expansion. Friendly Fire ultimately aims to build what it describes as the world's largest gaming cafe chain.
Three New Locations Planned for September
Friendly Fire's expansion will take another step forward on September 4, when it plans to open three locations simultaneously across three European markets. The company will launch its first venue in Limassol, Cyprus, its first in Rijeka, Croatia, and its third location in Vienna, Austria. Friendly Fire said the coordinated openings will represent its most geographically diverse expansion to date and demonstrate the ability of its franchise model to operate across different types of European markets.
The new venues will extend the company's footprint across Western and Southeastern Europe while adding both established cities and Mediterranean destinations to its network. Opening several locations on the same day also provides a practical test of the operational and franchise-support infrastructure Friendly Fire has been developing. The company expects the Series A financing to provide additional resources for managing similar multi-market expansion as its network grows.
Building International Visibility
Friendly Fire will also participate in the European Franchise Awards in Brussels on September 17, less than two weeks after the planned openings. The company will be the only Croatian representative at the event and is competing for the International Brand of the Year award. The category recognizes franchise businesses that have demonstrated notable progress in expanding their brands internationally.
The appearance gives Friendly Fire an opportunity to increase its visibility within the European franchise sector as it seeks new partners and markets. Its strategy combines physical gaming destinations with centralized technology and standardized operational processes intended to make international franchising more scalable. The Series A round provides additional financial backing as the company works to translate that model into a larger cross-border network.
Friendly Fire's €4 million Series A marks a significant step in its effort to expand beyond its existing markets and establish a broader European gaming cafe network. With support from AYMO Ventures, the company plans to invest in new locations, technology development, and stronger franchisee infrastructure while continuing to test its model across different geographies. The upcoming openings in Cyprus, Croatia, and Austria will provide an early indication of how effectively Friendly Fire can execute its international expansion strategy at greater scale.