League of Legends Icon “Perkz” Joins Friendly Fire as Co-Owner

Luka “Perkz” Perković, widely regarded as one of the most decorated esports athletes in European history, has announced his entry into the business world by joining the ownership group of Friendly Fire.

The announcement marks the retired pro’s first major venture since hanging up his keyboard in June, with the organisation positioning him as a brand ambassador and strategic advisor for its global expansion.

Friendly Fire, a gaming café franchise born in Zagreb, Croatia, is currently undergoing a period of fast growth.

The organisation has already expanded to 20 operational locations across Europe and Mexico, but its 2026 roadmap is significantly more ambitious.

With over 200 additional locations currently in development across the UK, Austria, Poland, and Spain, the recruitment of Perkz is a strategic move to anchor the brand’s identity as it enters the competitive United States market.

Commenting on his entry with Friendly Fire, esport legend, Luka Perković, said: “Friendly Fire has built something truly special—a mix of creativity, authenticity, and ambition that really resonates with people.”

“I’m looking forward to helping shape what comes next and pushing the brand toward an even brighter, bolder future,” Perković said.

Emphasising that Perkz’s standing in the global community is the “X-factor” for their international impact, Founder and CEO of Friendly Fire, David Kosir, added: “His accomplishments and vision align seamlessly with our mission to create spaces where gamers can connect, compete, and grow.” 

Strategic U.S. Expansion

The brand’s entry into the U.S. will initially focus on high-growth regions like Texas and Florida, aiming to fill the void left by defunct gaming arena chains.

Friendly Fire’s model is distancing from the “massive arena” concept, instead focusing on 1,500-square-foot community hubs that are:

Technologically Driven: Powered by proprietary software that automates P&L, technical updates, and AI-driven customer loyalty.

Cost-Efficient: Designed for a low-overhead “plug and play” franchise model with a total investment range of USD218,000 to UAS390,000.

Community-Centric: Focusing on the “social gaming” aspect where Gen Z players can connect offline, mirroring the fan-first philosophy seen in modern sports entertainment.

The timing of the partnership aligns with Friendly Fire’s goal to reach 500 signed locations by 2027, a trajectory that would make it the “McDonald’s of gaming.”

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