The Asus ROG Xbox Ally, showcased at Gamescom 2025, introduces significant upgrades over the ROG Ally and Ally X, including a new processor, enhanced battery life, and a comfortable grip design, with a launch planned for October 2025.
Hands-on reviews praise its playability and performance, positioning it as a competitor to the Steam Deck and a collaboration with Microsoft for Xbox integration.
The device targets portable gaming enthusiasts, offering high-performance gaming on the go.
For the UK, the ROG Xbox Ally expands handheld gaming options, appealing to a growing market of mobile gamers.
Its release could influence consumer preferences in the UK, where portable gaming is gaining traction, and compete with Sony’s PlayStation offerings.
The collaboration with Xbox may also enhance game availability, aligning with the UK’s strong gaming culture and demand for innovative devices.
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