ASUS Says Market Response to the Xbox ROG Ally Has Been Extremely Positive
ASUS has reported strong early performance for its latest ROG Ally handheld gaming devices, which launched last month through a deeper partnership with Xbox. During the company’s Q3 2025 investor call, Chief Financial Officer Nick Wu highlighted that demand for the new models has exceeded expectations, especially for the higher end variants.
Wu noted that the ROG Ally line has grown significantly since its debut, evolving into a key product category within the Windows handheld gaming segment. “We introduced the first generation ROG Ally two to three years ago as a market pioneer. Over the past couple of years, this new category, especially within the Windows ecosystem, has proven itself to be highly successful,” Wu said. He emphasized that ASUS has achieved its goals of premium market positioning and establishing a new growth driver in gaming hardware.
The third generation ROG Ally, released in October through enhanced collaboration with Xbox, appears to have accelerated this trend. “Since its launch, we see that the market response for it has been extremely positive. Particularly, there has been an appetite for the premium higher end models exceeding our expectations. In fact, these high end variants are currently in short supply. We are working closely with key component suppliers to ramp up production and fill the demand gap that currently exists,” Wu added.
ASUS views the ROG Ally as a long term pillar of its gaming portfolio and expects the handheld line to contribute meaningfully to the company’s revenue growth. During the earnings call, Wu estimated that revenue generated from the new ROG Ally launches will fall between three and five billion New Taiwan dollars, equivalent to roughly ninety six to one hundred sixty million US dollars. Given the strong demand, ASUS believes this figure could rise to between four and five billion NT$ (one hundred twenty eight to one hundred sixty million US dollars) in future quarters.
The continued surge in interest for premium handheld gaming devices comes as the broader PC gaming market faces rising memory costs, constrained component supply, and intense competition. Despite these challenges, ASUS’s partnership with Xbox and its push into higher performance handheld gaming systems appear to be paying off.
With production ramping up and a growing global user base, the ROG Ally series is positioned to remain one of ASUS’s core gaming hardware pillars heading into 2026.
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