The ROG Xbox Ally and Ally X Could Cost Up to $900, and Microsoft Is Betting Big on Handheld Gaming

If you thought the era of pricey handhelds peaked with the Steam Deck and the Nintendo Switch OLED, think again. ASUS and Xbox are teaming up for a bold leap into portable PC gaming with the ROG Xbox Ally and the high-end ROG Xbox Ally X. Both handhelds have now had their European prices leaked, and if the conversions hold true for U.S. buyers, we’re looking at a luxury ticket into the handheld gaming scene.

Here’s everything we know about the devices, pricing, launch timing, and the games they’re using to win over skeptical gamers.

Price Leak Points to $600 and $900 Models

The leaks, corroborated by known hardware leaker Bill B. and posted on French site Deal Labs, point to European price tags of €599 for the base ROG Xbox Ally and €899 for the premium ROG Xbox Ally X. While official U.S. prices haven’t been confirmed, hardware trends suggest American buyers might see $600 and $900 price points, or possibly even slightly less if ASUS wants to avoid scaring people off with a four-digit tag.

To put that in perspective:

• ROG Xbox Ally: ~ $600
• ROG Xbox Ally X: ~ $900
• Xbox Series X Console: $600

That means the entry-level handheld could rival the price of a full-sized console, and the upgraded X version flirts with gaming laptop territory. Microsoft and ASUS would have to justify that cost by selling the Ally as a true portable PC that competes with desktops, and that’s a tough pitch.

Pre-Orders Open August 20, Lining Up with Gamescom

The leak also mentioned that pre-orders will open on August 20, the same day Xbox holds its Gamescom 2025 presentation. This isn’t a coincidence. Gamescom attendees will get to try the ROG Xbox Ally hands-on, with the goal of generating buzz just as pre-orders go live.

Expect the public floor demos to feature:

• Hollow Knight: Silksong, the long-awaited indie darling
• Likely Outer Worlds 2 and possibly Grounded 2, to showcase technical performance
• Proven demos like Gears of War Reloaded, which reportedly ran at 1080p 60fps during private Summer Game Fest tests

By putting the handheld directly in gamers’ hands and letting streamers and influencers film their experiences, ASUS and Microsoft are clearly aiming to build trust in the device’s performance.

Why This Handheld Faces a Tough Fight

While early impressions suggest the Ally can deliver console-quality graphics on the go, it enters a crowded and skeptical market. The Steam Deck already dominates as the budget-friendly portable PC, and the Switch 2 looms with its own exclusives and mainstream appeal.

A few key hurdles for the Ally lineup:

• Price Perception: Even $600 for the base model is a big ask for a handheld.
• Performance Expectations: Players will expect 1080p 60fps for modern games, even demanding RPGs and shooters.
• Competition: Steam Deck remains cheaper and flexible, while Switch continues to thrive on exclusive content.

To succeed, Microsoft and ASUS will likely lean on Game Pass integration. A bundled year of Game Pass would instantly boost the perceived value, granting access to a huge library without needing to buy $70 titles out of the box.

Timing Could Be Critical for Holiday Sales

If pre-orders go live in August, a late October or early November release makes sense to catch the holiday shopping wave. A one-month pre-order window allows Microsoft to gauge demand and adjust stock, which is crucial for hardware launches.

Holiday timing also means the Ally has to deliver immediate wow factor. Gamers need to see this as more than just another gadget, they need to feel like they’re holding a miniaturized gaming PC that actually earns its price. Without that, negative coverage and YouTube hot takes could sink momentum fast.

Can Microsoft Dazzle Gamers Again?

The challenge isn’t just technical, it’s emotional. The thrill of opening a new piece of hardware and being blown away is rare these days. Nintendo managed it with the Switch. Steam Deck users felt it the first time they played Elden Ring on a plane.

If the ROG Xbox Ally X can recreate that magic with a killer showcase like Outer Worlds 2 running flawlessly in the palm of your hand, it could carve out its own niche. But if Microsoft launches with a $900 price tag and no dazzling moment, the Ally risks becoming a curiosity instead of a contender.

With pre-orders just weeks away and Gamescom demos imminent, all eyes are on whether this is the next big leap for handheld gaming, or the next pricey gadget to gather dust on store shelves.