Xbox and ASUS Join Forces for ROG Xbox Ally — Launch Expected This October

Xbox fans might want to keep their wallets handy. A fresh leak points to a mid-October release for Microsoft’s new handheld collaboration with ASUS — and it’s not going to be cheap.

A Partnership That Raised Eyebrows

This year’s Xbox Showcase didn’t exactly blow the roof off, but it did drop one of the more unexpected announcements in recent memory — a team-up between Xbox and ASUS. The result? The ROG Xbox Ally and its higher-spec sibling, the ROG Xbox Ally X.

They’re essentially ASUS ROG Ally handheld gaming PCs but with Xbox branding, preloaded Xbox Store access, and the sort of marketing that ties neatly into Microsoft’s “This is an Xbox” push. No new hardware innovation here, but a shift in presentation that still has its niche appeal.

Some fans, though, were quick to voice their disappointment. Many were holding out for a true, first-party Xbox handheld — something designed in-house to take on Nintendo’s Switch or Valve’s Steam Deck.

Release Date Leak Suggests October 16 Launch

At the time of the official reveal, Microsoft and ASUS kept quiet about launch details. No pricing, no release date. Just a teaser and some branding.

Now, noted leaker billbil-kun, posting via Dealabs, claims the European release date for both devices is set for October 16. The kicker? He expects that date to be global.

Pricing Points to Premium

If the leaked prices hold, these handhelds won’t exactly be impulse buys.

Pricing, which reportedly surfaced on ASUS’s own European web store earlier this summer, suggests:

• ROG Xbox Ally: €599 (around $700)

• ROG Xbox Ally X: €899 (around $1,050)

That’s a steep ask, even in a market where portable PCs are becoming more common. For perspective, Valve’s Steam Deck OLED starts at $549, while the Nintendo Switch OLED sits at $349.

For some buyers, that price gap will be a dealbreaker. Others may see value in the combination of ASUS’s hardware and Xbox’s ecosystem.

Gamescom Could Bring More Clarity

We won’t have to wait long for potential confirmation. Gamescom 2025 kicks off in Cologne later this month, with Geoff Keighley’s Opening Night Live on August 19 expected to be the main stage for Xbox and ASUS to reveal more.

If the October 16 date is real, preorders could open immediately after the Gamescom announcements. That would give Microsoft just under two months to build hype.

It’s worth noting that a simultaneous global launch would be a big logistical push for both brands — especially given ASUS’s recent supply chain hiccups.

What This Means for Xbox’s Hardware Strategy

Microsoft’s approach here is telling. Rather than rush a first-party handheld into production, the company is leveraging existing PC gaming hardware to broaden its Xbox ecosystem.

This fits with their larger push to make “Xbox” as much a service and platform as it is a console. Whether you’re playing on a Series X, PC, or a branded handheld, you’re still in the Xbox funnel.

A quick comparison table might help put things in context:

Still, there’s a gamble here. The price point positions these devices closer to high-end gaming laptops than mass-market consoles. If the appeal is primarily to Xbox loyalists and PC gaming enthusiasts, sales could be niche.

Early Reactions: Enthusiasm and Skepticism

Social media sentiment has been split. Some Xbox fans love the idea of having a premium, officially branded portable for Game Pass titles. Others think it’s little more than a re-skin with a steep markup.

“Why would I buy this when I can already play Game Pass on my Steam Deck?” one user wrote on X. Another countered: “Because it’s optimised for Xbox out of the box. No messing with settings.”

One thing’s certain: if Microsoft wants this to succeed, the Gamescom showcase will have to bring more than just the basics. Exclusive bundles, launch titles, or integration perks could make the difference.