ASUS has officially announced that the highly anticipated ROG Xbox Ally and ROG Xbox Ally X handheld gaming devices will launch on October 16. The announcement coincides with the opening of Gamescom 2025, where attendees can experience these innovative Xbox handhelds firsthand.

The original ROG Ally made its debut in June 2023, marking ASUS's entry into the Windows-powered handheld PC market. Following its success, the ROG Ally X arrived 13 months later with substantial upgrades including expanded RAM, increased internal storage capacity, and a significantly larger battery. The collaboration between Microsoft and ASUS was formally announced during the June 2025 Xbox Games Showcase, introducing Xbox-themed versions of both devices.

The October 16 release date confirmation comes after an earlier ROG Xbox Ally release date leak by renowned insider Billbil-kun in early August. Interestingly, this Gamescom announcement represents a rare instance where the typically reliable leaker was only partially correct. While the release date information proved accurate, the claim that pre-orders would begin on August 20 was incorrect. ASUS and Microsoft have clarified that pre-order details will be revealed in the coming weeks.

Availability and Pricing Information

• Release date: October 16
• Pre-order date: To be announced
• Pricing: To be announced

ASUS has confirmed that the new handheld lineup will be available in North America, Europe, Asia, and the Middle East. Previous leaks suggested potential pricing of €599 for the ROG Xbox Ally and €899 for the Ally X model. It remains uncertain whether ASUS will implement uniform pricing across markets or adjust prices regionally, a decision that has varied across their product portfolio historically.

Both ROG Xbox Ally models are available for hands-on testing at the Republic of Gamers booth throughout Gamescom 2025, starting August 20. Visitors can experience a curated selection of games including Clair Obscur: Expedition 33, Final Fantasy 7: Remake Intergrade, Hogwarts Legacy, Doom: The Dark Ages, Balatro, and Lies of P. The demo area also features select Roblox experiences including Grow a Garden, Rivals, and 99 Nights in the Forest.

The Gamescom demonstrations will continue through the convention's conclusion on August 24. The ROG exhibition area also showcases gaming laptops equipped with Nvidia's RTX 50 Series GPUs alongside other consumer electronics. In a notable marketing move, ASUS has reunited Grand Theft Auto 5 actors Ned Luke (Michael De Santa) and Shawn Fonteno (Franklin Clinton) for another ROG Travel advertising campaign. Luke returns as a ROG Travel supervisor while Fonteno joins as a new recruit, with both actors making appearances at the company's Gamescom booth.

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