Microsoft is putting its new Xbox ROG Ally handheld console front and center at this year’s Gamescom, offering visitors a first chance to try the device ahead of its official release on October 16. While the U.S. tech giant has yet to announce a retail price, it is pitching the console as a premium choice for dedicated gamers.
Developed in partnership with Taiwanese hardware leader Asus, the ROG Ally features a central display flanked by side grips with joysticks, triggers, and buttons designed to mimic the feel of a standard Xbox controller. “We’re building around an ecosystem that lets players enjoy games whenever and wherever they want,” said Jason Ronald, Microsoft’s vice president for console development.
The move comes as Xbox hardware sales slow and the company’s Game Pass subscription struggles to capture mass adoption. Microsoft, the world’s largest game publisher, is looking to diversify and re-energize its user base through portable platforms.
Competing with Valve
While Nintendo’s Switch 2 has dominated headlines with a record 5.8 million units sold in just seven weeks, Microsoft’s real rival in the handheld market is Valve’s Steam Deck. Since its 2022 launch, the Steam Deck has sold several million units, offering PC gamers a portable alternative to high-end desktops. Like Valve, Microsoft hopes to appeal to users who already own Xbox consoles or gaming PCs, encouraging them to extend their playtime on the go.
“The bigger goal here is engagement,” said industry analyst Christopher Dring of The Game Business. “If players spend more time in the Xbox ecosystem, they will naturally spend more money.” Experts agree that handhelds act as complementary devices, rather than replacements, for traditional consoles.
Sony Stays Cautious
Meanwhile, Sony has remained cautious in the portable gaming race. After its PlayStation Vita underperformed following the success of the PlayStation Portable, Sony largely pulled back from the handheld market. However, in 2023 it introduced the PlayStation Portal, a streaming-based device that allows remote play of PlayStation 5 titles. While official numbers remain undisclosed, industry estimates suggest sales around two million units.
Market watchers say remote play still appeals to a relatively niche audience, though it is expanding. Speculation is already swirling about whether a portable PlayStation 6 could be in development, though a next-generation console is still years away.
For now, Microsoft hopes the ROG Ally will carve out a loyal following in a space where mobility, flexibility, and engagement are increasingly central to the gaming industry’s future.
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