Microsoft is stepping back into the handheld gaming market with its new Xbox ROG Ally, aiming to compete with Nintendo’s recently launched Switch 2.
The ROG Ally made its public debut at the Gamescom trade show in Cologne, Germany, where visitors could try the handheld console. Microsoft said the device will be available for sale starting October 16, but the price has not yet been announced.
The console, developed in partnership with Taiwanese hardware company Asus, features a central screen and two side grips with joysticks, triggers, and buttons similar to a traditional Xbox controller.
Jason Ronald, Microsoft vice president in charge of console development, said the device is part of a larger ecosystem designed to let players “play where they want, how they want.”
Microsoft is seeking new growth as its Xbox console sales have slowed and its Game Pass subscription service has yet to attract large numbers of players.
Nintendo’s Switch 2 has already sold 5.8 million units in seven weeks, thanks to its popular exclusive games like Mario and Zelda. Analysts note that Microsoft’s biggest handheld competitor may be Valve’s Steam Deck, a portable PC gaming alternative.
“The bigger goal of this is engagement,” said Christopher Dring, founder of The Game Business. “If you can get your players to play your games more, they will spend more time and money on them even when away from the console.”
Sony has largely stayed out of the handheld market after the PlayStation Vita’s struggles, though it recently released the PlayStation Portal, a screen device for streaming games from home consoles. While sales are estimated at around two million units, industry observers say portable gaming remains a growing opportunity.
Microsoft’s ROG Ally targets current Xbox and PC owners, while the broader handheld race heats up between Nintendo, Valve, and potentially Sony in the future.
