4 Minutes
Microsoft and Asus set October 16 launch for ROG Xbox Ally and Ally X
At gamescom 2025 in Cologne, Microsoft and Asus confirmed the ROG Xbox Ally and the higher-end Ally X will officially ship on October 16, 2025. The handheld consoles are positioned as premium entries in the portable gaming and handheld PC market, combining Xbox ecosystem integration with Asus ROG hardware design. However, a key detail — US retail pricing — remains unresolved, pushing pre-order windows into late September.
Why US pre-orders are delayed
In an interview with IGN, representatives from Microsoft and Asus explained that recent changes to US import tariffs have complicated final MSRP calculations. As a result, both companies have postponed the US price announcement and the associated pre-order launch. Microsoft and Asus say they'll disclose pricing and pre-order details in September or October, with a tentative pre-order target surface date of September 25, 2025 — though that date remains provisional.
Pricing instability: Europe vs. United States
European pricing has been consistent so far: €599 for the Xbox Ally and €899 for the Ally X. US listings have been much less stable. Retailer snapshots showed Best Buy briefly listing the Ally for $549.99 and the Ally X for $899.99, then replacing those numbers with placeholder values. The Ally’s appearing price has bounced from $499.99 to $599.99 and then to $549.99 in recent weeks. Broader US console price adjustments — including rises for the PlayStation 5 — add to the uncertainty around final US MSRPs.
Features and hardware highlights
The Ally line promises high-refresh displays, custom cooling tuned by Asus ROG, and tight integration with Xbox features such as cloud gaming and Xbox Game Pass. The Ally X targets enthusiasts with upgraded internals and likely higher performance headroom. Both models emphasize portable PC gaming and a native Xbox experience on the go.
Comparison: Ally vs Ally X and the competitive landscape
The standard Ally aims at mainstream handheld gamers and streamers, offering a balance of performance and price. The Ally X is pitched as the premium model with enhanced components for higher fidelity and longer sustained performance. Compared to rivals like Valve’s Steam Deck and emerging cloud-first handhelds, the ROG Xbox Ally ecosystem advantage is its native access to Xbox libraries, Game Pass, and Xbox cloud gaming.
Use cases, advantages and market relevance
Use cases include portable AAA gaming with Game Pass, cloud-streamed titles, and PC library portability for Windows/Xbox-compatible titles. Advantages include Xbox ecosystem integration, Asus ROG build quality, and options for both casual and hardcore portable gamers. Market relevance is strong: manufacturers are betting on a continued shift toward hybrid and cloud gaming experiences, and a successful Ally launch could accelerate handheld adoption among Xbox-centric players.
Accessory update: ROG Raikiri II Pro Controller confirmed for North America
Asus also confirmed the ROG Raikiri II Pro Controller will land in North America at $189.99 — $20 more than the original Raikiri Pro at launch. Specific technical improvements and feature upgrades have not yet been disclosed, but the price positioning suggests incremental refinement aimed at competitive and core gamers who prioritize pro-level controls and build quality.
In short, the Ally launch date is locked, but US buyers should expect a final price reveal and pre-order window in the coming weeks as Microsoft and Asus reconcile tariff-driven cost changes. Gamers tracking handheld PC gaming, Xbox Game Pass, and premium mobile hardware should monitor official updates ahead of the October 16 availability.
Comments