About Alfor

We create exciting entertainment experiences and environments, while caring for the well-being of our customers, employees and society.

Alfor Ltd. operates in three main areas - entertainment, hospitality and leisure, and catering.

The company has been operating in the entertainment sector since 2000, providing leisure opportunities in a safe, accessible and responsible environment both in person at  Fenikss gaming halls across Latvia and online at the Fenikss Casino platform.

In 2023, Alfor opened Aston Hotel Riga, a four-star superior art and design hotel with a KITSCHen restaurant and roof terrace in the centre of Riga, at 48/50 Brīvības Street. With the opening of the hotel, Alfor also expanded its hospitality and catering operations, extending the company's entertainment offering with a modern and upscale venue in the centre of Riga.

The founder of Alfor is the Latvian investment company Foroms Ltd.

Responsible Entertainment

Alfor offer the latest generation of gaming equipment and interactive games in a safe, understandable and responsible environment. For us, responsible entertainment means:

  • providing comprehensive information to all interested parties on gambling and its operation;
  • continuous monitoring, analysis and reduction of potential risks of gambling;
  • providing information and appropriate support to players and fellow people affected by the crisis.

The key to Alfor's success is the ability to change with its customers, employees and society, based on the company's traditions and the experience of an industry leader.

 The beginning

The first Fenikss gaming hall of the company opened its doors to visitors in 2000. In the following years, the network of gaming halls expanded, and now Fenikss gaming halls offer entertainment opportunities in Riga, Jurmala, Valmiera, Cesis, Liepaja, Daugavpils and other Latvian cities.

Later, Novomatic AG, one of the world's largest gaming equipment manufacturers, game developers and gaming operators, became a co-owner of Alfor.

Founded by Professor Johann F. Graf, Novomatic AG has been recognized as a manufacturer of high-end gaming equipment, making a significant contribution to the development of technology in the industry. The MPU 01 gaming machine, created in 1984, is the basis of all modern gaming machines. For the second year in a row, Novomatic has been recognized as Austria's second most valuable brand.


During its existence, Alfor has supported many public benefit projects and organizations, for example, Alfor's chairman of the board is the patron of the Latvian National Museum of Art, supports the Purvītis Visual Arts Prize in Latvia.