The long-awaited ROG Xbox Ally release date has finally been confirmed by ASUS, and it’s set to land on shelves worldwide on October 16, 2025. Announced on the opening day of Gamescom 2025, this marks the official rollout of the Xbox-branded handhelds that have been teasing the future of portable PC gaming.
As of today, Gamescom attendees can go hands-on with both the ROG Xbox Ally and ROG Xbox Ally X, getting their first taste of what promises to be one of the most exciting hardware launches of the year. ASUS has also kicked off a new marketing campaign featuring stars from GTA 5, teasing the cultural force this device is aiming to become.
Double trouble: Two handhelds, one vision
First, let’s rewind the clock. The original ROG Ally dropped in June 2023, ASUS’s response to the booming interest in Windows-powered handhelds. Sleek design? Check. Impressive specs? Check. A bold move to position it as a Steam Deck alternative? Absolutely.
Fast-forward to July 2024, and ASUS revealed the upgraded version: the ROG Ally X. Think bigger battery, more RAM, and expanded internal storage: all the things users asked for, packed into a sleeker shell.
Then came E3 2025: except instead of E3, we got the Xbox Games Showcase in June, where ASUS and Microsoft unveiled Xbox-themed editions of both devices. These aren’t just rebrands. They come with custom Xbox startup animations, UI elements, and design touches to match your console setup.
October 16: Mark Your Calendar
So when will everyone get to join the party?
As announced during Gamescom 2025, the ROG Xbox Ally series will officially launch on October 16. But if you were hoping to slam that pre-order button today, hold off — despite earlier rumours from reliable leaker Billbil-kun, ASUS stated that pre-order dates will be revealed “in the weeks ahead.” No dice for August 20 — sorry, Bill.
Launch Regions
- North America
- Europe
- Asia
- Middle East
As for pricing? ASUS hasn’t officially confirmed numbers, but previous leaks suggest we’re looking at €599 for the ROG Xbox Ally and €899 for the Ally X. Whether ASUS sticks to nominal parity pricing (meaning $599/$899 in the US) remains to be seen. Historically, the company’s approach varies by product and market.
Honestly, ASUS seems to be checking off all the right boxes with this launch. Bigger battery? Check. Xbox branding and UI integration? Solid. Game-changing performance in a pocket-sized device? We’ll reserve full judgment till we get full reviews, but things are looking promising.
With the ROG Xbox Ally lineup officially out October 16, mark your calendars, hold onto your wallets, and keep your eyes peeled for incoming pre-order info. We’ll be watching closely — and testing firsthand — so stay tuned for our in-depth impressions soon.