Asus Ramps Up ROG Ally X Production on Surging Demand

Asus has reported surging demand for its Xbox-branded ROG Ally X handheld gaming device since its launch on October 16, exceeding company expectations and prompting increased production to meet supply shortfalls.

The premium model, priced at $799, has seen particularly strong interest, with sales outpacing available stock across the ROG Ally lineup. During a recent investor question-and-answer session, Asus officials highlighted the positive market response, noting that higher-end variants like the Ally X are in short supply. "Since its launch, we see the market response for it has been extremely positive, particularly, there has been an appetite for the premium higher-end models, exceeding our expectations," the company stated. To address the gap, Asus is collaborating with component suppliers to accelerate manufacturing.

This success builds on the ROG Ally's role in establishing the Windows-based handheld gaming category. Asus introduced the original model about two years ago as a pioneer in the segment, which has since expanded within the Windows ecosystem. The latest third-generation release deepens ties with Microsoft, integrating Xbox features to enhance portability and...