Former League of Legends esports player Luka ‘Perkz‘ Perković has joined the ownership group of Croatian gaming cafe chain Friendly Fire.
Perkz will serve as Friendly Fire’s ambassador and strategic advisor as the company looks to continue its global expansion.
According to a release, Perkz will work with Friendly Fire’s executive team ‘to shape the next phase of international growth’, along with its entry into new markets across the world. A major part of growth involves an initial expansion into the United States.
Joining forces with Friendly Fire is Perkz’s first venture since announcing retirement from professional play in June. Widely regarded as one of the best players from the EMEA region, Perkz competed for the likes of G2 Esports, Cloud9, and Team Heretics.
“I’m thrilled to be joining Friendly Fire at such an exciting moment in the brand’s journey,” said Perkz.
“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.”
Founded in 2017, Friendly Fire first opened as an esports arena before rebranding to a franchised cafe chain in 2018. As a result, the chain has become one of Croatia’s largest gaming venue operators.
The Growth Of Friendly Fire
Following the rebrand, Friendly Fire has continued expanding at a rapid pace. In May 2024, it expanded operations into Slovenia with the opening of three venues in Ljubljana.
Since its launch, the company has opened and operates 18 cafes across Europe and Mexico.
Gaming cafes remain an integral part of the esports industry. South Korean organisation T1 unveiled plans to open venues in Malaysia and Thailand in October for gamers to play and interact with fans.
However, whilst gaming cafes continue opening across the globe, some are struggling to stay afloat. UK-based gaming cafe chain SideQuest announced the permanent closure of three venues in November.
