During the 2025 Xbox Games Showcase, Microsoft unveiled a new gaming handheld called theROG Xbox Ally, which it created in collaboration with PC manufacturer Asus. As its name implies, this portable device is basically an Xbox-branded version of the Asus ROG Ally, a handheld that came out in 2023. TheROG Xbox Ally, however, is distinct from its predecessor in a couple of ways. It has an ergonomic chassis that’s meant to resemble an Xbox controller, and it comes with a special UI that’s designed to emulate the Xbox home console experience. It also features a unique Xbox button that can launch the Game Bar, which lets users access several settings and games in a quick and convenient manner.
Despite What Microsoft Says, the ROG Xbox Ally is Not Really an Xbox
The ROG Xbox Ally Cannot Play All Xbox Console Games
Normally, it would make complete sense to call the ROG Xbox Ally an Xbox, given that the system is an Xbox-branded hardware product that’s licensed by Microsoft. However, the problem is that the ROG Xbox Ally cannot play all Xbox console games. Similar tothe PC handhelds that are currently available on the market, it can only play Xbox console games that support Microsoft’s Xbox Play Anywhere initiative. Games that are part of this program can be played across Xbox Series X/S, PC, and the cloud with the purchase of just one copy.
If most of the Xbox game catalog supported Xbox Play Anywhere, this wouldn’t be too much of a concern for most Xbox fans. However, this isn’t the case. The overwhelming majority of games that can be purchased on Xbox consoles are not compatible with the program. Even though it has over 1,000 titles and counting, the Xbox Play Anywhere library doesn’t support the marketing as much as it should. Many Xbox Play Anywhere games are eithernew titles published by Microsoftor a selection of indie games, not Xbox games as consumers may think. There’s a decent number of notable third-party games included as well, but there aren’t enough to make this program truly comprehensive.
The Marketing Slogans for the ROG Xbox Ally May Confuse a Lot of Casual Gamers
Sadly, people with large digital Xbox game libraries will have to rebuy most of their games onPC storefronts like Steamto play them natively on the ROG Xbox Ally, without using cloud gaming or remote play. This is a major issue, and it may be a deal-breaker for some gamers. Strangely, Microsoft and Asus never really mention this limitation of the ROG Xbox Ally anywhere on their sites. Instead, the product page for the device on the official Asus website has a giant hashtag at the top that says “#playALLyourgames.”
Although Microsoft states that Xbox Play Anywhere is applicable to “select PC games” on its web page for the ROG Xbox Ally, it never explicitly says that the handheld can’t play all Xbox console games.
While a hardcore gamer may be able to tell the difference betweena PC handheld and a console device, casual consumers who aren’t well-informed may be confused by Microsoft’s marketing for the ROG Xbox Ally. Since Asus and Microsoft are claiming the device can “play all your games” in certain marketing materials, some gamers may buy it thinking they will be able to play all of their Xbox console titles on the go. The “This is an Xbox” slogan may be detrimental to theROG Xbox Allyin the long run, and it may mislead consumers rather than give them a clear idea of the device’s true purpose.
