ASUS ROG Ally – Creating the Handheld PC Market

To compete with the popular Steam Deck, ASUS launched the ROG Ally, featuring a more powerful AMD processor and a vibrant 120Hz display running native Windows 11. They marketed the device heavily to hardcore PC gamers who wanted to take their entire existing game libraries (from Xbox Game Pass, Epic, and Steam) on the go. The aggressive pricing and massive influencer marketing campaign established ASUS as a top-tier player in the newly emerging handheld PC category.