About Alfor

Alfor Group

Alfor Group unites three leading entertainment companies in Latvia and Estonia - Alfor LLC, Admirāļu klubs LLC and Novoloto LLC. In Latvia, the Alfor Group is known for its brands such as Fenikss gaming halls and online platform Fenikss Casino, and in Estonia - Fenix gaming halls and platform Fenix Casino.

The founders of the Alfor Group are the Latvian investment company Foroms LLC and Austrian Gaming Industries GmbH, a company of the Novomatic Group, one of the world's largest manufacturers of gaming equipment, game developers and gambling operators.

 Alfor Group is a company with 20 years of experience in the gaming and entertainment industry. We create an exciting entertainment adventure and environment while taking care of the well-being of our customers, employees and society.

Responsible Entertainment

Companies of the Alfor Group 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.

 Founded by Professor Johann F. Graf, Novomatic 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.