Yes, the Xbox Ally isn’t an Xbox console, and that’s the point — it’s a Windows handheld by design, part of Microsoft’s bigger strategy

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Now that reviews are out for the Xbox Ally and Xbox Ally X, it’s clear some people expected these devices to be full Xbox consoles capable of playing regular Xbox games.

But that’s never been the pitch.

The Xbox handheld, often called the Ally, is essentially a portable Windows PC designed for playing games. It lets you access PC Game Pass, other PC gaming platforms, and Xbox games that work on both consoles and PCs.

Although the name might seem a little strange at first and suggest a traditional game console, the device’s features on Windows 11 are exactly what was promised. From the beginning, these devices have been advertised as handheld Windows machines, and they fit perfectly with Microsoft and Xbox’s plans for gaming.

This is actually a great demonstration of the ‘This is an Xbox’ campaign, even if it’s not what everyone expected. Xbox fans can rest assured – consoles are still a priority. The Xbox Ally simply broadens the definition of what ‘Xbox’ can be.

Confusing naming, sure, but we’ve always known this was a Windows PC handheld

It’s natural for me to immediately think of the Xbox console when I see that name – it’s been strongly associated with gaming consoles for the past twenty years.

Xbox is trying to broaden its brand beyond just consoles, aiming to be known for all things gaming. And from the beginning, both ASUS ROG and Xbox have emphasized that the Xbox Ally and Ally X are specifically Windows 11 handheld gaming PCs – that was a deliberate choice.

People might be mixing up the Xbox Ally with the handheld Microsoft previously considered, but ultimately cancelled. However, considering recent industry developments and what Microsoft has been saying, it’s clear why that happened.

As a researcher observing the gaming landscape, I’ve noticed Xbox is deliberately shifting how people perceive their brand. They’re not just trying to be known for the console itself, but for the broader world of gaming as a whole. It’s a strategic move to position ‘Xbox’ as synonymous with gaming experiences, regardless of the platform.

Console sales are falling as more people play games on PCs, so Microsoft is changing its plans for Xbox. This means Xbox isn’t just concentrating on console hardware anymore; it needs to broaden its approach to remain competitive.

Xbox is expanding beyond traditional consoles and focusing on cloud gaming and PC gaming, as shown by their recent, though sometimes unclear, marketing efforts like the “This is an Xbox” campaign. That’s why they’re releasing more of their games on PC – it’s a strategy the company has been developing for the last ten years.

It’s important to understand that the name ‘Xbox Ally’ isn’t just branding. Microsoft wants the device to *feel* like an Xbox, particularly in terms of how you navigate and interact with it. Since Microsoft creates both Windows and Xbox, they’re aiming for a familiar Xbox experience on this Windows 11 handheld. Ultimately, the key competition isn’t between specific devices, but between Windows and SteamOS as operating systems for handheld gaming, as I’ve discussed before.

The real battle here is Windows vs SteamOS on handhelds.

ASUS ROG and Xbox are now rivals to the Steam Deck, which runs SteamOS, a system built on Linux, instead of Windows 11. Microsoft naturally wants Windows to be the preferred operating system for handheld gaming devices, which is why they’ve entered the competition.

If you’re familiar with the Steam Deck, you’ve probably noticed most people prefer its streamlined SteamOS over Windows. SteamOS makes the handheld feel more like a dedicated gaming console, which is a big part of its appeal.

You can also use the Steam Deck as a regular Linux computer in desktop mode if you prefer. However, it’s a much cleaner and simpler experience compared to Windows-based handhelds like the first ROG Ally that came out a couple of years ago.

Microsoft is working with ASUS ROG to develop a new Windows handheld gaming PC, signaling a strong commitment to improving the experience for users of these devices.

I’ll be honest, Microsoft’s efforts to optimize games for handheld devices feel like a temporary fix for a larger issue that still needs work. That said, the full-screen Xbox experience on the new Xbox Ally is a good step forward – it cuts down on unnecessary background tasks and makes the interface cleaner and more similar to SteamOS.

The Xbox Ally and Ally X are portable gaming PCs. Microsoft is branding them as ‘Xbox’ to highlight their commitment to better handheld gaming on Windows, and to emphasize compatibility with Xbox PC Game Pass and cloud gaming, both of which work great on these devices.

Don’t worry, console gamers! Microsoft is still developing new Xbox consoles. The Xbox handhelds are simply one piece of a larger plan to expand into PC gaming and create a better handheld gaming experience on Windows.

Handheld gaming PCs used to be a small, pricey market, but they’re gaining popularity, and the Xbox Ally X is at the forefront of this new wave. If handhelds aren’t for you, no problem – you can always wait for the next Xbox console instead.

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2025-10-16 20:40