Key Takeaways
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- Preorders for the Xbox Ally Portables (ROG Xbox Ally and ROG Xbox Ally X) will begin on September 26, with a release scheduled for October 16, 2025. Prices range from €599 to €899.
- The new portable Xboxes are entering a competitive market dominated by devices like Valves Steam Deck and rumored Nintendo Switch 2, which generally offer lower price points.
- Console costs across the industry have been rising due to factors such as increased manufacturing costs, intensified competition, and significant U.S. tariffs. This trend has led to recent price hikes in consoles, including a recent increase by Microsoft.
- Subscription services like Game Pass have also seen recent price increases, with experts attributing these escalations to the aforementioned factors.
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Preorders for Xbox Ally Portables Begin September 26, Priced €599-€899
At the Xbox Games Showcase during Summer Game Fest in June, Microsoft and Asus officially announced the ROG Xbox Ally and ROG Xbox Ally X portable consoles. These devices mark a significant milestone as the first to be officially integrated into the Xbox family. Following months of anticipation, a launch date has been confirmed: preorders begin on September 26, with a release scheduled for October 16, 2025. Prices, revealed at Tokyo Game Show 2025, are €599 for the ROG Xbox Ally (Z2 A) and €899 for the ROG Xbox Ally X (Z2 Extreme). This positions the portable Xboxes within a €600-€900 price range. While these prices are on the higher end, they align with the current market for portable PCs and gaming laptops. Jason Ronald of Microsoft’s console team and Shawn Yen from Asus previously addressed the pricing strategy for the new ROG Xbox Ally consoles. Ronald acknowledged the difficulty in setting a price point that balances accessibility with critical features like battery life for a portable device. Yen added that Asus is still assessing the impact of customs duties on final pricing, with further details expected in September or October. This indicates the intense pricing pressure in this sector.
Launch of ROG Xbox Ally and X Faces Price Competition Amidst Rising Console Costs
Microsoft is launching the ROG Xbox Ally and ROG Xbox Ally X into a very competitive landscape, dominated by devices like Valve’s Steam Deck, with rumors of a Nintendo Switch 2 also circulating. These competitors generally offer lower price points. Microsoft has recently faced scrutiny for increasing its console prices, announcing another hike in the U.S. last week, following previous adjustments in May. The company attributes these changes to economic conditions and a commitment to enhanced quality through Xbox Play Anywhere. Notably, Sony and Nintendo have also implemented similar price adjustments for their hardware.
This trend of rising costs extends across the gaming industry. For example, Mario Kart Tour was advertised at €90 in Europe, and Microsoft reportedly considered similar pricing for its own games before revising those plans. Subscription services, including Game Pass, have also seen recent price increases. Experts attribute these escalations to a combination of rising manufacturing costs, intensified competition, and significant U.S. tariffs, which largely explain why some price adjustments primarily affect the U.S. market. The Entertainment Software Association (ESA) concurs; its spokesperson Aubrey Quinn stated in April that “the impact will be real, no matter which company you’re talking about. It’ll affect everyone across the industry.”
In Case You Missed It
For all the portable gaming enthusiasts out there, Carlos Mendoza’s latest piece on Players for Life is a must-read. Published on September 26, 2025, “ROG Xbox Ally Portable Console Starts at $599, Arriving in October” dives into Microsoft’s groundbreaking entry into the world of handheld gaming consoles with the ROG Xbox Ally and its premium counterpart, the ROG Xbox Ally X. Discover all the technical specs and pricing details that make these devices a game-changer for gamers on-the-go ROG Xbox Ally Portable Console Starts at $599, Arriving in October. Exciting news for all fans of the Ninja Gaiden series! Carlos Mendoza gives us an inside look at the highly anticipated Ninja Gaiden 4, which was recently showcased at this year’s Tokyo Game Show. (Read more here: https://playersforlife.com/2025/09/25/ninja-gaiden-4-at-tokyo-game-show-2025/) The blog delves into the game’s innovative difficulty system, designed to accommodate players of all skill levels, from newcomers to seasoned veterans. With its array of accessibility features and hidden challenges, Ninja Gaiden 4 is shaping up to be a must-play title when it launches on October 21st across multiple platforms including Xbox Series X|S and PC via Steam. If you’re a fan of automotive gaming and are eagerly anticipating the next big release from Xbox, be sure to check out Jonathan Dubinski’s latest article titled “Forza Horizon 6 May Be Xbox’s Big Announcement at Tokyo Game Show 2025” (published on September 19, 2025), where he delves into the exciting possibilities of Forza Horizon 6 potentially being unveiled during Microsoft’s presentation. Don’t miss out on all the details and be sure to follow along as he speculates about what this could mean for gamers worldwide! Forza Horizon 6 May Be Xbox’s Big Announcement at Tokyo Game Show 2025
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