The wait for Xbox’s big handheld moment is almost over. ASUS has confirmed that the ROG Xbox Ally and ROG Xbox Ally X will officially launch worldwide on October 16, 2025. The announcement came during Gamescom, where attendees are already lining up to get their first hands-on experience with the highly anticipated gaming devices.
The Evolution of ROG Ally
The original ROG Ally entered the market in June 2023, offering a Windows-powered alternative to the Steam Deck. It was ASUS’ bold step into portable PC gaming and quickly gained traction among players who wanted console-level experiences on the go. Just over a year later, the company released the ROG Ally X, a stronger and more refined upgrade with expanded RAM, greater storage, and a larger battery to address the shortcomings of the first model.
Now, with Xbox-themed editions, ASUS is doubling down on the handheld wave. By tying the ROG Ally lineup directly to Xbox branding, Microsoft is signaling its commitment to giving players more ways to dive into their ecosystem beyond traditional consoles.
The Big Reveal at Gamescom
While rumors of the October release had already been circulating thanks to prominent insider Billbil-kun, the official announcement settled the speculation. Interestingly, the leaker’s prediction about pre-orders opening on August 20 turned out to be inaccurate. ASUS and Microsoft confirmed that pre-order details will be shared in the coming weeks instead, giving fans a little longer to prepare.
At Gamescom 2025, the ROG booth has become one of the hottest destinations. Players are testing the handhelds with blockbuster titles like Final Fantasy 7 Remake Intergrade, Hogwarts Legacy, Doom The Dark Ages, Lies of P, and indie hits such as Balatro. Roblox fans are also catered to, with popular experiences like Grow a Garden and Rivals included in the demo lineup.
Price and Global Availability
ASUS has confirmed the October 16 launch date across North America, Europe, Asia, and the Middle East, but pricing remains unannounced. Leaks suggest that the ROG Xbox Ally could start at €599, while the Ally X might come in at €899. If ASUS follows nominal parity pricing, U.S. players could see matching price tags of $599 and $899. However, the company has a history of adjusting prices based on regional markets, so final numbers remain to be seen.
A Marketing Push With Familiar Faces
To celebrate the launch, ASUS is bringing back familiar stars for its latest marketing campaign. Grand Theft Auto 5 actors Ned Luke and Shawn Fonteno, who played Michael and Franklin, are reuniting for the new ROG Travel ads. Their presence adds a nostalgic yet exciting flair to the promotion, further amplifying hype around the release.
Why This Matters
For years, players have asked when Xbox would finally join the handheld market. With ASUS providing the hardware and Microsoft supplying the ecosystem, this collaboration feels like a pivotal moment. The ROG Xbox Ally and Ally X are not just competing with Steam Deck or Nintendo Switch—they are pushing the conversation forward about what handheld gaming can look like in the years to come.
With a firm release date, demos underway, and a star-studded campaign, excitement is reaching new levels. The only questions left are how pre-orders will be handled and whether ASUS can meet the inevitable surge in demand this fall.
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