ASUS is riding a wave of success with its latest ROG Ally products, released in collaboration with Xbox. Recent reports reveal that the Taiwanese tech giant’s new devices have received a highly enthusiastic market reception. During an investor call for Q3 2025, ASUS Chief Financial Officer Nick Wu shared insights into the surprising demand for these premium gadgets.
ROG Ally’s Evolution and Market Reception
A few years ago, ASUS introduced the first-generation ROG Ally, breaking new ground in the Windows ecosystem. Fast forward to today, the third-generation ROG Ally, launched with deeper Xbox integration, has exceeded expectations. Wu emphasized that the high-end models are in particularly short supply due to their popularity. ASUS is now working closely with component suppliers to increase production and meet this burgeoning demand. The goal is for ROG Ally to cement its position as a key driver of growth within ASUS’s gaming portfolio.
Financial Outlook and Market Impact
The financial projections from these successful launches are significant. ASUS estimates revenue contributions between 3 and 5 billion New Taiwan dollars (NT$), equivalent to $96 million to $160 million USD. Looking ahead, the company anticipates these figures could rise slightly in the coming quarters.
Mixed Reviews and Future Prospects
Despite the positive market response, reviews have been mixed. In a recent review, the ROG Xbox Ally X’s advanced hardware was lauded, but concerns were raised about its steep price. However, for ASUS, the current demand suggests that there’s a substantial market for these high-priced models, indicating a favorable outlook for future sales.