In just 24 hours since its launch, Xbox’s new handheld device, the ROG Xbox Ally, along with its premium version, the ROG Xbox Ally X, has received an overwhelmingly positive response from early reviewers. This release has ignited discussions within the gaming community regarding cost vs. value, the target audience for these handheld consoles, and the potential impact on Microsoft Gaming's future plans for traditional Xbox gaming consoles.
Xbox President Sarah Bond shared insights with Variety, explaining that the pricing for the Ally at $599.99 and the Ally X at $999.99 was set in collaboration with Asus, the manufacturer behind the hardware. “We looked at how to create multiple options for people, and it was Asus who provided valuable market insights and determined the ultimate prices based on the features,” Bond stated during the launch event for the Ally devices.
Despite the high price points, Bond reported an “overwhelming demand” for the devices when pre-orders began in September. “We sold out on the Xbox Store and quickly at various global retailers,” she noted. “The positive reception to the hardware reinforces our belief that we are offering significant value to gamers at these price points.”
Bond emphasizes that the early success of the ROG Xbox Ally represents a shift in how gaming is perceived. “Gaming should function like any other form of entertainment; it should be accessible anywhere and allow players to enjoy any game they like with anyone they choose, across various devices,” she explained. This philosophy guided Xbox’s partnership with Asus, aiming to enhance the gaming experience in a way that was both innovative and efficient.
The design of the Ally and Ally X was a priority for the Xbox team, with a strong emphasis on ergonomic comfort. Bond explained, “We leveraged our knowledge of controller design to ensure the devices are comfortable for extended play sessions, catering to various hand sizes.” This focus on user experience was complemented by collaboration with Microsoft’s PC department to optimize the Windows experience on the handheld devices. “We ensured that the interface was user-friendly, focusing on controller and touch functionality, making Windows run seamlessly on this gaming form factor,” she added.
There has been some skepticism regarding the target audience for the ROG Xbox Ally, particularly given Asus's reputation for PC gaming devices. However, Bond asserts that these handhelds are designed with gamers in mind, whether they are casual players or hardcore enthusiasts. “We want to provide options that cater to every gamer’s needs—those seeking high-powered gaming experiences and those who want PC gaming on the go,” she stated.
The launch of the ROG Xbox Ally and Ally X has also sparked speculation about Xbox's commitment to in-house console development. Bond confirmed that the team is actively working on next-gen consoles, including successors to the Xbox Series S and X. “We are 100% committed to developing our next-gen hardware and exploring the possibility of creating internal handheld devices,” she stated. “This partnership with Asus is an opportunity for innovation and choice in addition to our existing hardware.”
The release of the Xbox Ally and Ally X coincides with recent price increases for Xbox consoles and its Game Pass subscription service, just in time for the holiday season. The company is poised to release highly anticipated AAA titles, such as “Call of Duty: Black Ops 7” and “Outer Worlds 2”. Bond remarked, “This is just the beginning of a new phase for our team, with more innovations on the horizon, including enhancements to the handheld experience and expanding game compatibility.”
As Xbox continues to refine its offerings, gamers can expect a plethora of new features, choices, and games that cater to a diverse array of gaming preferences.
