The ROG Xbox Ally handheld lineup is looking to appeal to an extremely broad audience, from existing PC and Xbox console gamers to newcomers. That's according to two Microsoft officials who had a hand in designing the devices, and who recently outlined some concrete details about how they intend for the new Xbox handhelds to accomplish this highly ambitious goal.
The upcoming ASUS-made Xbox handheld consoles were originally announced during the early June 2025 Xbox Games Showcase. The new lineup consists of the ROG Xbox Ally and ROG Xbox Ally X. ASUS is currently offering hands-on time with the devices to Gamescom 2025 attendees for the duration of the convention. As is the case with all handheld PCs, the upcoming products were labeled as niche offerings by many industry watchers.
ASUS ROG Xbox Ally Price Reveal Delayed by Microsoft
Microsoft delays the price announcement for the ASUS ROG Xbox Ally and Xbox Ally X despite revealing more information about the handhelds at Gamescom.
Xbox Handhelds Aim To Appeal To Everyone, Microsoft Says
However, Microsoft doesn't necessarily view the ROG Xbox Ally lineup as an enthusiast-only product family. On the contrary, the company is hoping that the devices will appeal to a much broader audience. That's according to Xbox architects Jason Ronald and Jason Beaumont, who said as much in a recent interview with The Game Business. "We view success as both [reaching existing and new players]," Beaumont said at Gamescom 2025.
ROG Xbox Ally and Ally X Will Offer Features Appealing to Hardcore Users
While the industry veteran acknowledged that both of those things are "extremely hard to do," he pointed to data showing approximately 20 million German consumers are interested in handhelds as evidence that the overall effort is worthwhile. Germany was referenced specifically due to the interview’s geographical context, with Gamescom taking place in Cologne. Ronald added that handheld PCs are most useful for consumers who already own large libraries of Windows games, making it important to include features that appeal to experienced users. The newly announced ROG Xbox Ally compatibility program is one such feature, though it is also expected to appeal to less experienced users who end up owning one of the upcoming handhelds.
ROG Xbox Ally Lineup's Software Will Keep Evolving After Launch
At the same time, Ronald said that Microsoft doesn't want to stop more experienced users from tinkering with their devices, calling this an "interesting design challenge" central to making the handheld lineup broadly appealing. He added that he expects Microsoft and ASUS to continue refining the ROG Xbox Ally lineup’s software features after launch, guided by user feedback.
We view success as both [reaching existing and new players]. They’re both extremely hard to do.
Upcoming Xbox Handhelds' Appeal Will Likely Hinge on Their Price Tags
Microsoft’s goal of making its ASUS-made handhelds broadly appealing may ultimately depend on pricing; setting the price too high could deter casual players and relegate the devices to a niche market regardless of features. The company appears aware of this risk, which may explain its decision to delay the price reveal originally expected at Gamescom 2025. Microsoft now plans to announce pricing and open pre-orders ahead of the ROG Xbox Ally lineup’s October 16 launch.
- Brand
- Xbox / ROG
- Operating System
- Windows 11 Home
- Processor
- AMD Ryzen AI Z2 Extreme Processor
- Display
- 7” IPS, 500 nits, 16:9, 120Hz refresh rate, FreeSync Premium, Corning Gorilla Glass Victus + DXC Anti-Reflection
- Resolution
- FHD 1080p
- Original Release Date
- 2025
