Gamescom 2025: Microsoft Breaks Silence on Xbox ROG Ally Pricing
Microsoft has finally broken its silence on the ROG Ally and its upgraded version, the Ally X: the long-awaited handheld consoles will arrive on October 16, but pricing remains a sensitive and unresolved issue.
Microsoft’s handheld revolution is taking shape with the announcement of the ROG Ally and Ally X, both scheduled for release on October 16. Unveiled during the Summer Game Fest, these new consoles mark a strategic shift for Xbox toward the Windows ecosystem. However, while the release date is set, no official details have been shared regarding final pricing. This uncertainty is raising questions among fans, especially at a time when hardware prices are surging across the industry.
Image credit: Sony
A Strategy Marked by Uncertainty
At Gamescom 2025—which featured new trailers for Neo Belin 2087 and Ghost of Yotei, along with the first playable demo of Pragmata—Microsoft and Asus representatives delivered an official statement on the Xbox ROG Ally’s pricing… or rather, the lack of one. Both tech giants explained they need additional time to assess the macroeconomic impact on pricing. Their caution stems in particular from:
- Shifting U.S. pricing policies
- Instability in global markets affecting the entire industry
- Volatile production costs of electronic components
- Currency fluctuations influencing final prices
Shawn Yen, Senior Vice President at Asus, sought to reassure fans by promising more details in September and October, hinting at clearer communication as launch day approaches.
Concerning Leaks About Expected Prices
Despite the official silence, well-known leaker billbil-kun on Bluesky has shared pricing details that are raising eyebrows. According to these unconfirmed reports, the standard ROG Ally would be priced at $549.99, while the Ally X would reach $899.99.
These prices would place Microsoft’s new consoles firmly in the premium segment, well above competitors like the Steam Deck and even the upcoming Nintendo Switch 2. This positioning would also put them head-to-head with the upcoming portable PS6 from Sony, whose impressive specs promise fierce competition in the high-end handheld gaming market. It’s a bold move that highlights Microsoft’s ambition to redefine the portable gaming experience with top-tier performance.
An Industry-Wide Trend of Rising Prices
Microsoft’s hesitation reflects a broader context of rising costs across the video game industry. PlayStation recently announced price increases for its consoles in the U.S., citing the same economic challenges as Microsoft, which has also raised prices on its traditional consoles. Nintendo has made price adjustments to its Switch lineup as well, leaving the door open for potential increases with the Switch 2.
This inflationary spiral is impacting the entire gaming ecosystem, from consoles to first-party games, making it increasingly likely that the ROG Ally won’t escape the same trend.
A Risky but Exciting Gamble
At this point, it’s impossible to predict the final price of the ROG Ally and Ally X with certainty. One thing is clear, though: anticipation is sky-high. With fierce competition from the Steam Deck and the upcoming Switch 2, and an industry weighed down by ongoing inflation, Microsoft and Asus are taking a bold risk.
And if the rumored prices prove true, these handheld consoles may well become the ultimate tech luxury of the year’s end.
