Last week, I had the opportunity to spend an engaging afternoon at Steam Whistle Brewery, located in downtown Toronto.
After attending a series of presentations, I seized the moment to engage with the representatives, standing around a wooden barrel turned showtable, showcasing some of the new ASUS laptops. My first question was about the pricing of the ASUS ROG Xbox Ally and Xbox Ally X.
To clarify, the ASUS ROG Xbox Ally, which is the more affordable version of the handheld new by ASUS and Xbox, is priced at $599 USD ($799 CAD).In contrast, the premium version, the Xbox Ally X, comes with a hefty price tag of $999 USD ($1299 CAD).For context, the original ASUS ROG Ally retails for $499 USD, while the ROG Ally X costs $799. This reflects a $100 increase when transitioning from the ROG Ally to the ROG Xbox Ally, and a $200 increase from the ROG Ally X to the ROG Xbox Ally X.
Understanding the differences between the models, it’s notable that the ASUS ROG Xbox Ally features the next-gen AMD Ryzen Z2 A processor, while the Xbox Ally X is powered by the AMD Ryzen Z1. These devices are not budget-friendly; therefore, I was eager to learn how ASUS and Microsoft justified the pricing. I also brought up a recent Circana report indicating that 30% of U. S.consumers intend to cut back on video game and entertainment spending due to rising essential costs, posing an essential question about the impact of economic constraints on their pricing strategy.
Before delving into that, however, I asked for clarification on what exactly these marketing executives called the product, given its convoluted name.“I usually just refer to it as the ROG Xbox Ally X or Xbox Ally X, ”Gordon replied. He cautioned against simply calling it the Ally X, as that could lead to confusion with the ROG Ally X. Krohn also chimed in, noting that internally they refer to the two variants as “XA”for ROG Xbox Ally X and “YA”for ROG Xbox Ally, even occasionally using their codenames, “Omni”and “Horseman, ”respectively.
This situation reinforced my perception that the product names are indeed cumbersome and often convoluted in relation to ASUS’s existing lineup. Particularly when discussing the differences between the Xbox ecosystem and the ROG platform, which emphasize the importance of services like Xbox Game Pass in relation to the ROG Xbox Ally range. The recent price hike of Game Pass subscriptions, prompting many to cancel, then led me to return to the pricing discussion for the ROG Xbox Ally and Xbox Ally X.
“I probably can’t disclose the specific details you’re looking for because that would venture into business agreements, ”Gordon explained, as he began to discuss the pricing strategy. Krohn added, “Geopolitics plays a role as well.”Gordon continued, emphasizing that establishing an appealing yet affordable price point for the ROG Ally series has been a priority. He mentioned instances where consumers expressed interest in devices loaded with premium features, some even suggesting a $1500 price tag.
“However, ”Gordon stated, “when introducing a new form factor to gaming, achieving widespread adoption necessitates a competitive price. This is precisely why we now offer two distinct models, ensuring we reach a broad audience embarking on this new handheld gaming era.”
I referenced the Circana report, noting that while the dual WeU approach offers variety for consumers, the $599 USD price point categorizes the ROG Xbox Ally as premium, especially when considering it sits between the prices of the Xbox Series X and Series S consoles. Moreover, it’s priced higher than a standard PS5 and is only $50 less than the anticipated Lenovo Legion Go 2, expected to launch later this month. With gaming costs escalating in tandem with a rising cost of living, I questioned how these economic realities factor into their pricing conversations.
“That is always a consideration, ”Gordon responded.“We recognize that the cost of living is a significant factor influencing consumers today, and it drives our mission to make our products as affordable as possible, given these challenges.”
“It’s essential to think of this not merely as a replacement for our existing products, ”Krohn added.“Our ROG Ally and ROG Ally X are still available, and this trend is evident across various tech sectors—phones, laptops, graphics cards. New generations supplement rather than replace previous ones. We believe this diversification enhances value across our product line.”
Gordon further emphasized, “The previous models will remain available to consumers as long as they’re on retail shelves. This pattern is consistent across all our products, where past generations coexist until new releases take their place.”
It became clear that both Gordon and Krohn aimed to convey that for those hesitant about the pricing of the new ROG Xbox Ally handhelds, previous generation devices still provide solid value for buyers. However, they were quick to clarify that not all features introduced with the new handhelds will be exclusive to them; software and UI enhancements for the entire Ally line will roll out on launch day.
Krohn noted, “This decision stemmed from a desire to offer a comprehensive experience. We think of this as a full lineup, starting from the original ROG Ally to the ROG Ally X, and now including the ROG Xbox Ally and Xbox Ally X, thereby catering to diverse price points and performance requirements. The existing generation remains viable, particularly in terms of price-to-performance ratios.”
Looking ahead, I inquired about the future of the ROG Xbox Ally devices. Would they coexist with the ROG Ally line, or would they effectively replace it?
“No, this marks our direction moving forward. The ROG Xbox Ally represents our future vision for this product line, ”Gordon stated emphatically.
As the ROG Xbox Ally aims to deliver a console-like gaming experience to PC gamers and Xbox devotees alike, I sought clarity on the target audience for these new devices.
Gordon articulated, “This device caters to PC gamers, Xbox enthusiasts, and anyone eager to enjoy the latest titles across platforms, especially as gaming ecosystems converge. With major titles crossing platforms, it’s a liberating time for gamers seeking the premier handheld experience.”
Krohn added, “This product serves multiple roles and appeals to varied user demographics. The ROG Xbox Ally X is designed for enhanced performance, superior battery life, ergonomics, and an improved user interface, fulfilling diverse needs in the handheld gaming market.”
“For Xbox gamers, this means enjoying the freedom to play their titles on the go, alongside potential access to game modding and new game catalogs. Each device presents unique benefits tailored to different interests.”
One notable omission from the ROG Xbox Ally devices is the absence of an OLED screen. Given his insights regarding ASUS’s new Lumina Pro OLED technology, I questioned if such screens might be integrated into future ROG Xbox Ally offerings.
Gordon addressed this concern, explaining, “We understand the consumer interest in a premium display. Several factors have influenced this decision, primarily cost considerations to ensure affordability. Furthermore, power consumption plays a critical role.”
“Maintaining Variable Refresh Rate (VRR) compatibility is also crucial; historically, achieving this with OLED displays remains challenging. Our current IPS displays offer excellent visuals and power efficiency—boosting battery life, a top consumer priority. Thus, we continue exploring OLED screens but have not yet attained the ideal balance for optimal performance.”
It appears that enthusiasts will have to wait for any potential OLED integration in the ROG Xbox Ally handhelds, with the prospect of a price tag surpassing $1, 000 upon its eventual release. For now, the ROG Xbox Ally lineup holds a unique position in the gaming hardware marketplace, with ASUS driving innovation while Microsoft lends its name.
My gratitude goes to Whitson Gordon and Sascha Krohn for their willingness to share in-depth insights and for their substantial time commitment during our conversation.
This interview has been edited for clarity.
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