ROG (ASUS) launched its new Xbox Ally and Ally X gaming handhelds in mid-October 2025, entering the portable gaming market. The devices feature prominent Xbox branding and come in two versions: a white base model and a more powerful black "X" variant. Both handhelds utilize an improved, customized Xbox experience on Windows 11, moving away from a regular Windows desktop environment. Boiling Steam reviewed both models, highlighting their significance as a new competitor. The publication noted that "It's important to be aware of what the competition actually does," acknowledging the Ally series' role in the handheld landscape despite its Windows foundation.