Anticipation is building as the launch of the Asus ROG Xbox Ally gaming handheld approaches. With devices now being distributed globally, new information is surfacing rapidly. The latest leak offers a significant clue regarding the device’s price and pre-order availability, hinting at a surprisingly low cost of around $549, which is far more accessible than earlier estimates.

It’s important to clarify that this reported price pertains to the standard Asus ROG Xbox Ally, not the higher-performance Xbox Ally X model, which is expected to vie for a top spot among premium gaming handhelds. Previous leaks suggested the Xbox Ally X could retail close to $1,000. However, even the standard Xbox Ally appears to be a capable device, and this newly leaked price point makes it an incredibly attractive option for many gamers.

This exciting pricing information originated from a retail employee in the UK who shared images of what appear to be promotional materials. These posters, showcasing various tech products including Asus and Lenovo laptops and Samsung phones, prominently displayed the Asus ROG Xbox Ally. The listed price was £499.99, which, while a direct conversion would be over $670, often translates differently for tech products across regions.

Due to differences in sales tax and regional pricing strategies, UK tech prices frequently align more closely with US prices than a direct currency conversion would suggest. For instance, the existing ROG Ally X costs £799.99 in the UK and $899.99 in the US. Some products, like the Razer Deathadder V4 Pro gaming mouse, even share the same numerical price in both currencies (£169.99 and $169.99). After factoring out VAT from the UK price and performing a conversion, a $549 price point for the new handheld seems highly plausible, with a possibility of it dropping as low as $499.

While the exact pre-order date wasn’t visible in the shared image, the source indicated seeing evidence that pre-orders were set to begin ‘tomorrow’ – effectively, on the day of the leak. As of now, official pre-orders haven’t commenced, but this could change at any moment.

A comparison of the Xbox Ally’s specifications against the Xbox Ally X, the existing ROG Ally X, and the Steam Deck OLED reveals that the standard Xbox Ally offers a less powerful configuration than its premium counterpart, and even a slightly lower spec than the ROG Ally X. Despite this, if the operating system and user interface are well-optimized, this handheld could become a highly appealing, budget-friendly choice, positioning it as a direct competitor to the Steam Deck in terms of both price and performance.

Does this rumored price point for the Asus ROG Xbox Ally spark your interest in pre-ordering, or do you find its specifications a bit too conservative for a new handheld launching in late 2025? We’d love to hear your thoughts!