
The Xbox ROG Ally, developed in partnership with Asus, combines a central screen with familiar Xbox controls on side grips, delivering a powerful portable gaming experience designed to fit Microsoft’s vision of flexible play anywhere, said VP Jason Ronald
The launch of the Nintendo Switch 2 in June, which sold 5.8 million units within seven weeks, has intensified the competition in the portable gaming market, prompting tech giant Microsoft to respond with its own handheld console, the Xbox ROG Ally. Designed for dedicated gamers, the new device is being showcased at the Gamescom trade show in Cologne, Germany, ahead of its planned release on October 16, though pricing details remain undisclosed.
Born from a collaboration with Taiwanese hardware leader Asus, the Xbox ROG Ally features a central screen flanked by side grips equipped with familiar Xbox controls—joysticks, triggers, and buttons—offering a portable yet powerful gaming experience. Jason Ronald, Microsoft’s vice president leading console development, emphasized the company’s vision of creating a versatile ecosystem that allows gamers to play wherever and however they want.
A strategy to boost engagement and growth
Microsoft’s console sales have recently declined, and its Game Pass subscription service is yet to achieve mass adoption, pushing the company to explore new avenues for growth. The Xbox ROG Ally targets existing Xbox and PC users looking for a portable option to stay connected to their games outside the living room.
Industry experts see portable consoles as complementary rather than competitive with traditional home consoles. Rhys Elliott of Alinea Analytics noted that Nintendo’s Switch 2 benefits from exclusive games tied to iconic franchises such as Mario and Zelda, which keep fans loyal. Meanwhile, Microsoft aims to increase user engagement by offering a handheld device that complements its ecosystem.
Competitors and industry trends
Valve, another American player, has also entered the handheld space with its Steam Deck, launched in 2022 and appealing to gamers seeking a portable PC gaming experience. Unlike the Switch, both the Steam Deck and Xbox ROG Ally cater primarily to hardcore gamers who value power and flexibility.
Sony, meanwhile, has largely stayed out of the portable hardware race following the mixed success of its PlayStation Portable and PlayStation Vita. However, in late 2023, Sony introduced the PlayStation Portal—a streaming device allowing users to play console games remotely—which has reportedly sold around two million units.
Though rumours swirl about a future portable version of the PlayStation 6, Sony’s next-generation console is expected to be years away, leaving Microsoft and Nintendo to lead the current portable gaming evolution.
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