Microsoft and ASUS Launch $999 ROG Xbox Ally X Handheld Gaming Device

Microsoft and ASUS have officially opened preorders for their new handheld gaming devices, the ROG Xbox Ally X and the standard ROG Xbox Ally. The ROG Xbox Ally X is priced at an eye-catching $999.99, positioning it closer to gaming laptops than traditional consoles. This premium offering is part of a two-tier strategy aimed at attracting PC gaming enthusiasts willing to invest in portable Windows gaming, while the standard model is available at $599.99.

Both models are set to launch on October 16, 2023, and will be available in 38 countries worldwide. In comparison, the $649 Steam Deck OLED may seem relatively affordable, highlighting the shift towards higher pricing in the handheld gaming market.

Performance Enhancements and Specifications

The ROG Xbox Ally X boasts significant performance upgrades, featuring AMD’s Ryzen AI Z2 Extreme processor, while the standard model is equipped with the Ryzen Z2 A processor. According to testing conducted by ASUS, the Ally X shows up to a 30% performance increase in games like *Indiana Jones and the Great Circle* and *Doom: The Dark Ages* compared to the previous generation ROG Ally X from 2024.

Battery life improvements are also noteworthy. The Ally X reportedly offers up to twice the battery life when playing *Hollow Knight: Silksong* compared to its predecessor. The standard Xbox Ally provides up to 110% more battery life than the original ROG Ally under similar gaming conditions. These advancements stem from a combination of processor enhancements and increased battery capacity. The Xbox Ally X features an 80Wh battery, with 24GB LPDDR5X-8000 memory and 1TB M.2 SSD storage. In contrast, the standard model includes a 60Wh battery, 16GB LPDDR5-6400 memory, and 512GB M.2 SSD storage. Both devices support AMD FidelityFX Super Resolution (FSR), Radeon Super Resolution (RSR), and AMD Fluid Motion Frames for improved frame rates.

The devices also come with identical 7-inch FHD (1080p) IPS displays, offering 500 nits brightness, a 120Hz refresh rate, Variable Refresh Rate (VRR), and FreeSync Premium support. These displays utilize Corning Gorilla Glass Victus, enhanced with Corning DXC Anti-Reflection coating for better outdoor visibility.

Pre-order Promotions and Market Strategy

In conjunction with the pre-orders, ASUS has launched a promotion that allows customers to win accessory bundles valued at over $500. This giveaway includes an ROG Strix Arion external SSD enclosure, an ROG Raikiri controller, ROG Cetra True Wireless SpeedNova Gaming Earbuds, and more. This promotion is limited to customers in the United States and runs from September 25 to October 11, with additional opportunities for ROG Elite Rewards members to win exclusive figurines.

Microsoft’s new handheld build aims to simplify the Windows interface, eliminating the traditional desktop environment that has complicated previous handheld devices. The streamlined interface prioritizes controller navigation, allowing users to access game libraries and adjust settings without relying on keyboard shortcuts. This shift aims to deliver the console-like simplicity that handheld PC gaming has long promised, though the compatibility with existing Steam libraries and Windows applications remains to be verified until the devices reach consumers.

ASUS has adopted distinct retail strategies for each model. The $999.99 Xbox Ally X will be available exclusively through Best Buy, the ASUS Shop, and Microsoft’s direct sales channels in the United States. This approach suggests a premium positioning, while the $599.99 Xbox Ally will see broader distribution through retailers like Amazon, Best Buy, and Walmart. This wider availability indicates that Microsoft anticipates higher sales volumes at the lower price point while aiming for healthier profit margins in the premium segment.

International pricing presents additional challenges, as Canadian customers will pay $1299 CAD for the X model, equivalent to nearly $950 USD, while European pricing is set at €899 and UK customers will see a price of £799. These figures create a premium positioning that may limit mainstream adoption outside the United States.

The launch of the ROG Xbox Ally X comes at a time when handheld gaming is becoming increasingly expensive. Similar high-priced devices, such as MSI’s Claw 8 AI Plus and Lenovo’s Legion Go 2, have already entered the market at comparable price points. This trend reflects the reality that delivering laptop-class performance necessitates the use of high-quality components, cooling systems, and substantial battery capacity, fundamentally altering the market dynamics that have traditionally favored more affordable console approaches.

With the launch date of October 16 fast approaching, both models will compete for consumer attention during the holiday sales season. Notably, review embargoes are set to lift just one day prior, on October 15, creating a tight window for comprehensive testing and analysis. Microsoft’s strategy represents the company’s most significant investment in portable gaming since the original Xbox, and its success will largely depend on whether PC gaming enthusiasts prioritize Windows compatibility over the Steam Deck’s Linux limitations, especially at these elevated price points.

The introduction of the ROG Xbox Ally X marks a pivotal moment in the handheld gaming sector, but the question remains: will consumers embrace the $999 price tag for portable gaming as the holiday season approaches?