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At Gamescom 2025, ASUS ROG finally unveiled one of its biggest collaborations yet to the public: the ROG Xbox Ally, a co-branded handheld console created in partnership with Microsoft.
We had the chance to sit down with Galip Fu, Marketing Director of ASUS and ROG Consumer PC Business Unit, to talk about how this project came to life, what sets it apart from the ROG Ally X, and what players can expect when the device launches worldwide this October.
From ROG Ally to Xbox Ally
When asked how the partnership began, Fu described it as a natural next step:
“It’s not only our product, it’s our co-branded product. We co-developed and worked very closely together from the first day of development. It was a long journey, but it paid off.”
ASUS and Microsoft already had a strong relationship in the PC space. With the original ROG Ally in 2023, ASUS had proved there was a market for premium handheld PCs, while the ROG Ally X in 2024 pushed the design further. That success made ASUS the obvious partner when Xbox wanted to enter the handheld space.
“As a leader in the laptop market, we’ve collaborated with Microsoft for decades. When we built the first successful PC gaming handheld in 2023, we became a solid leader in this field. From Xbox’s perspective, they needed an expert in PC gaming hardware, and we were obviously on top of their mind.”
What Sets the ROG Xbox Ally Apart
The ROG Ally X solved many of the community’s early concerns, including better battery life, improved thermals, and even offering different colors. But Fu explained that the Xbox Ally goes further by delivering a complete console-like experience that only Microsoft could provide.
“With Ally X, we fulfilled most requests from the community. Still, one thing remained—the overall experience, especially on the operating system and user interface level, which required direct support from Microsoft and Xbox. With Xbox Ally, you don’t need to learn new controls. It feels like home, just like an Xbox.”
The new device boots directly into the Xbox interface, offering seamless access to Xbox Game Pass while still supporting Steam and other PC platforms.
Always a Console at Heart
Back in 2023, we interviewed Wong from ROG Singapore, who described the original ROG Ally more as a “mini-computer” rather than a handheld console. When asked about this shift in perception, Galip Fu clarified that the team’s vision has been consistent from the very beginning.
“Maybe he had his personal impression, but from day one we wanted it to be a console,” Fu explained. “We had some limitations before, but now, together with Xbox, it is really a console. Our direction has not changed. Of course, you can use it as a mini-PC, but that was never the intention.”
This partnership with Microsoft finally bridges that gap, making the ROG Xbox Ally a true hybrid of console simplicity and PC flexibility.
Launch Plans and Special Editions
The ROG Xbox Ally will release worldwide on October 16th, 2025. With a launch this major, we asked Fu if ASUS would consider special edition designs like the Gundam or LEGO-themed hardware the company has experimented with before.
“We’re always happy to explore those opportunities.”
While nothing has been confirmed yet, fans can remain hopeful that unique collector’s editions may follow.
The Future of ROG Ally
One question fans have asked is whether the existing ROG Ally line will continue alongside the new Xbox version. On this point, Fu was candid.
“Honestly, I don’t know. We’re still in discussions internally for future possibilities. Just stay tuned.”
This leaves the door open for both product lines to co-exist or for the ROG Xbox Ally to become the main focus in the future.
A Partnership Built on Openness
While the device is branded under Xbox, Fu clarified that it won’t lock players into a closed ecosystem. Instead, it balances a console-first identity with the openness of PC gaming.
“Our aim was not to restrict players. With Xbox Ally, you have access to the Xbox Game Library, but you can also enjoy Steam and other platforms. We wanted to keep it flexible.”
This philosophy makes the ROG Xbox Ally distinct from other handhelds, giving players the convenience of console play while preserving the freedom of a PC-based device.
The ROG Xbox Ally marks a milestone for both ASUS and Microsoft. By combining ROG’s expertise in gaming hardware with Xbox’s software ecosystem, the handheld delivers a familiar yet flexible experience designed for gamers everywhere.
As Fu summed up:
“It’s not just another device—it’s about building the best console experience in your hands.”
The ROG Xbox Ally launches globally on October 16, 2025. For more details, check out the official ROG Xbox Ally website and stay tuned for updates.
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