Look Sports Media – Legendary League of Legends player Luka "Perkz" Perković is embarking on a new adventure, transitioning from the Rift to the realm of entrepreneurship as a co-owner of Friendly Fire, a rapidly expanding chain of gaming cafes originating in Croatia.
Perkz, a name synonymous with European League of Legends dominance, boasting an impressive eight LEC titles, an LCS championship, and an MSI victory, is set to leverage his extensive experience and brand recognition to propel Friendly Fire to new heights. Beyond his ownership stake, Perkz will also serve as the brand’s ambassador and strategic advisor, playing a pivotal role in shaping the company’s future direction.
Friendly Fire aims to provide a welcoming environment for gamers to connect and enjoy their favorite hobby. The company has announced plans for international expansion, with a focus on building safe and inclusive communities.
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According to a statement released by Friendly Fire, Perkz will be instrumental in "shaping the next phase of international growth" as the company sets its sights on global expansion. The chain already boasts 18 operational cafes across Europe and Mexico, with a recent expansion into Slovenia, where three venues have opened in Ljubljana.
The company has ambitious plans, with over 200 additional locations in various stages of development across the UK, Belgium, Luxembourg, the Netherlands, Poland, Spain, and Ukraine. The UK launch was announced earlier this year, although specific locations are yet to be revealed. Furthermore, Friendly Fire has expressed its intention to enter the United States market.
"I’m thrilled to be joining Friendly Fire at such an exciting moment in the brand’s journey," Perkz stated. "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."
This new venture marks Perkz’s first major undertaking since his retirement from professional League of Legends in June. After a storied career with G2 Esports, Perkz ventured to North America to compete with Cloud9, securing a trophy and solidifying his status as one of the few players to achieve success in both regions. He later returned to the LEC, playing for Team Vitality and Team Heretics before a stint with UK-based The Ruddy Sack in the NLC.
While Friendly Fire prepares to enter the UK market, the gaming cafe landscape in the country faces challenges. SideQuest, another UK-based gaming cafe chain, recently announced the permanent closure of three of its four venues, leaving only its Charing Cross location in London operational. This follows the closure of SideQuest’s Leicester cafe in August 2024. No specific reasons were provided for the recent closures. Despite these challenges, Friendly Fire remains optimistic about its prospects and is actively seeking franchisees to establish local gaming hubs across the UK.
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