Microsoft’s ROG Xbox Ally and Ally X Are Now Available in 45 Countries
The launch marks a new phase in Microsoft’s gaming strategy, bringing the full Xbox and Windows experience to players on the go.
After months of teasing, testing, and tech speculation, the ROG Xbox Ally and its beefier sibling, the Ally X, are finally available across 45 countries. It’s a quiet but meaningful step for Microsoft, one that signals its growing commitment to handheld gaming.
Developed in partnership with ASUS and AMD, the new devices continue the ROG handheld line but add deeper Xbox integration. Early reviews note a sturdier design, more comfortable grips, and controls that closely resemble a standard Xbox controller.
The software also introduces new optimization tools such as Automatic Super Resolution (Auto SR) and Default Game Profiles, designed to balance performance and battery efficiency. Both models run full Windows 11, but now feature a more console-like interface that better aligns with the Xbox experience.
These refinements tie into Project Keenan, Microsoft’s internal initiative to optimize Windows for handheld gaming. The effort focuses on faster boot times, better power management, and tighter Xbox integration, areas where early handheld PCs often struggled. The Ally X is the first major result of that work reaching consumers.
The launch also comes amid renewed momentum in the handheld gaming market. Valve’s Steam Deck helped revive interest in portable PCs in 2022, followed by devices from Lenovo, Ayaneo, and others. While the Nintendo Switch continues to dominate the mainstream market, with the Switch 2 recently becoming the fastest-selling console ever, Microsoft’s strategy stands apart.
Rather than building a dedicated handheld console, it’s expanding the Xbox ecosystem across multiple devices. Running Windows 11 means users can access Game Pass, Steam, and Epic Games in one environment, something competitors can’t easily replicate.
Kelechi Edeh
At the same time, Microsoft is working to make these platforms feel more connected. Through Game Pass Premium and Play Anywhere, players can move between console, PC, and handheld without losing progress. The company is also testing Gaming Copilot, an AI assistant that offers tips and recommendations without leaving a game, underscoring its push toward smarter, more unified play.
Altogether, the ROG Xbox Ally X reflects how Xbox is evolving, from a console-first business to a broader ecosystem that prioritizes flexibility and continuity. The future of gaming, for Microsoft, looks less like a single device and more like an experience that follows players wherever they go.
Starting at almost $1,000, the Ally X sits among the most expensive handhelds on the market. Its pricing mirrors the hardware inside, including AMD’s latest Ryzen AI processor, and signals Microsoft’s attempt to position it as a portable gaming PC rather than a conventional console alternative. But will that be enough to make people buy the device? Time will tell.
Emmanuel Umahi
