Introduction

The Xbox branding holds less weight for some gamers, raising questions about the anticipated ROG Xbox Ally.

Recent Developments

A recent leak reported by Dealabs claims that the ROG Xbox Ally is set to launch on October 16, 2025. The source, known for providing accurate industry leaks, also suggests that pre-sales will begin during Gamescom 2025 on August 20. According to the leak, the pricing will be €599 ($699) for the Xbox Ally and €899 ($1,050) for the Xbox Ally X.

The Market Landscape

The current gaming market is rich with alternatives. The news of the Xbox Ally’s pricing seems to align with prior reports discussing its premium positioning.

Mixed Public Opinion

Many gamers are left wondering whether the Xbox branding is sufficient to differentiate this handheld in a saturated market. Observations imply that Microsoft is slowly transitioning towards software and services rather than focusing strictly on hardware, as stated by a former Xbox team member: “Xbox hardware is dead.” This sentiment reflects a growing trend of seeing Xbox as more of a gaming platform than a hardware manufacturer.

Conclusion

As the launch date approaches, further clarification from Microsoft or Asus would provide much-needed insight into the pricing and features of the Xbox Ally. Given the competition, skepticism remains about whether the device will meet market expectations.