The gaming industry just witnessed an unexpected success story. ASUS CFO Nick Wu revealed during the Q3 2025 investor call that market response to the ROG Xbox Ally has been “extremely positive,” with demand for premium models surprising even the manufacturer.
Premium Gaming Pays Off
ASUS launched the third-generation ROG Ally last month with deeper Xbox collaboration, and the high-end variants are now experiencing supply shortages. The company underestimated how many gamers would invest in the $999 Xbox Ally X model.
| Model | Price | Status |
|---|---|---|
| ROG Xbox Ally | $599.99 | Available |
| ROG Xbox Ally X | $999.99 | Supply Shortage |
Impressive Revenue Projections
ASUS expects the Ally line to generate between $96 million and $160 million this quarter, with future quarters potentially stabilizing at $130-160 million. These figures represent hundreds of thousands of units sold—impressive for what many considered a niche product category.
Production Ramp-Up Underway
Recognizing the supply gap, ASUS is working closely with component suppliers to increase production and meet the overwhelming demand for high-end variants. The company views the ROG Ally as a core pillar of its gaming portfolio and a significant growth driver.
Windows Handheld Evolution
The success validates ASUS’s decision to pioneer the Windows gaming handheld market years ago. The company believes it has achieved its goals of premium positioning while creating a new category within the Windows ecosystem.
This partnership with Xbox represents more than just another handheld—it’s Microsoft’s testing ground for the next generation of Xbox consoles, which will run full Windows. The market’s enthusiastic response suggests gamers are ready for premium, PC-like experiences in portable form factors.
For an industry that questioned whether anyone would pay $1,000 for a handheld, ASUS and Microsoft have proven there’s substantial appetite for high-performance portable gaming.
Learn more: Official ASUS ROG News | Latest Gaming Updates at Tech2Sports
FAQs
Why is the Xbox Ally X in short supply?
ASUS underestimated demand for the premium $999 model and is now ramping up production with component suppliers.
How much revenue will the ROG Ally line generate for ASUS?
ASUS projects $96-160 million this quarter, potentially stabilizing at $130-160 million in future quarters.
