Friendly Fire reaches European final with 22 locations across six countries

Croatian gaming and esports franchise Friendly Fire has been named one of five finalists in the International Brand of the Year category at the sixth European Franchise Awards. The final in Brussels, scheduled for 17 September 2026, comes amid new openings and investment to support the international expansion of a network that began in Zagreb.

Croatian representative among five international brands

The awards are organised by the European Franchise Federation (EFF). Alongside Friendly Fire, the finalists in the same category are 5àsec, Fortidia, Japanese Head Spa and Reitan Retail. For Croatia’s franchise community, this puts a home-grown concept in the running for international recognition, following awards at national level.

Friendly Fire became Croatia’s representative after being named Franchise of the Year and Croatia’s largest franchise exporter at the Franchise Brand Leader Award 2026. Those accolades preceded its place in the European final, reported by Poslovni FM on 16 September and Poslovni dnevnik on 17 September.

It is important to distinguish reaching the final from the eventual result: the available reports confirm its nomination among the five finalists but do not give the outcome of the awards. At this stage, Friendly Fire can therefore be described as a finalist, not a European award winner. The main story remains the Croatian brand’s international profile, backed by figures on its existing network and new investment.

From Zagreb to 22 locations: what is open and what is planned

According to published figures, Friendly Fire has grown from its first venue in Zagreb into a network of 22 locations across six countries. Venues opened in Cyprus, Rijeka and Vienna in early September. Poslovni dnevnik also reports continued expansion in the Benelux region, with Utrecht as a new location, while the company has announced plans to enter Spain and Poland.

Rijeka links this international story with continued development in Croatia. According to these reports, expansion involves not only entry into new overseas markets but also a new domestic venue. However, the published overview does not provide separate financial results for individual venues, so it cannot be used to compare the performance of Croatian and overseas locations.

Alongside the existing network, the reports cite more than 30 signed franchise agreements covering plans for approximately 200 new locations in 11 countries. Contracted expansion is not the same as the number of locations already open. The figure of 22 describes the reported current size of the network, while the approximately 200 additional locations represent planned openings under those agreements.

The available information does not specify an overall deadline for completing all these openings. Figures for the planned network should therefore be read as an indication of the expansion covered by signed agreements, rather than confirmation that all the venues have already been fitted out or begun welcoming customers.

€4 million for expansion and partner support

New funding is supporting this international growth. According to Poslovni dnevnik, Croatian fund AYMO Ventures invested €4 million in a Series A funding round in late August. The funds are intended for international expansion, development of the technology platform and stronger support for franchise partners.

These three stated uses provide broader context for the opening plans. The funding has not been presented solely as investment in new premises: technology development and partner support are explicitly mentioned alongside geographical expansion. For entrepreneurs following the concept, these are distinct areas on which to seek specific information during discussions with the franchisor.

The report does not break down how much of the total investment is allocated to each purpose. Nor does it state the investment required for an individual franchise location. The €4 million should therefore not be interpreted as the cost of joining the network or as funding directly available to each prospective partner.

Platform and competitions add to the picture

Alongside the number of venues, published figures also indicate how the concept is used: more than 220,000 gamers use Friendly Fire’s platform, and its locations have hosted more than 1,000 amateur esports competitions. These figures add to the picture of a network that combines physical venues with a digital platform and organised competitions.

However, platform user numbers and the total number of competitions held are not indicators of an individual franchise partner’s revenue or profit. When assessing a specific business opportunity, they need to be considered separately from local demand, premises and equipment costs, and the terms of the franchise agreement.

Practical takeaway: the European final and new investment make Friendly Fire worth following, but prospective partners should request an up-to-date list of operating locations, investment requirements and details of the support provided. Above all, it is important to distinguish existing operations from future openings covered by signed agreements.