ROG Xbox Ally fails to reach Steam Deck: what prevents the rival from taking off?

Despite positive reviews, the Ally has not dethroned the Steam Deck's leadership; see how price, stock, and market data shape the duel, with Nintendo leading the way.

Market in doubt: Steam Deck remains ahead

The ROG Xbox Ally was born surrounded by expectation to rival the Steam Deck, the leader in the handheld segment. Recent numbers and analyses, however, indicate that the Steam Deck continues to lead.

On the Xbox Expansion Pass, Mat Piscatella indicated that the Ally had a good first month and then retreated, with modest volumes. Regarding whether it made an impact on the Steam Deck, the answer was no, although the unavailability of the Deck could change this scenario.

Quality, price, and market perception

In terms of quality, the team was impressed with the ROG Xbox Ally and the premium Ally X. The Ally X received an 8/10 in our review, and the model appears in Steam Deck rival guides.

Among the sales obstacles are the price — $599.99 for the Ally and $999.99 for the Ally X — in addition to the fact that it entered the market more than three years after the Steam Deck.

• Price: Ally $599.99; Ally X $999.99
• Review: Ally X received 8/10
• Launch date: Ally arrived more than three years after the Steam Deck

Handheld market and Steam Deck leadership

It's not just the Ally. A report from the time indicated that 50% of portable hardware sales in 2023 came from the Steam Deck and 48% in 2024, showing that Valve sold almost as much as the Asus ROG Ally, Lenovo Legion Go, and MSI Claw combined. There are no 2025 data yet, but Piscatella's update suggests a similar picture.

Nintendo dominates the handheld segment

In the broader picture, Nintendo is the absolute leader. The company revealed it had sold 17.37 million units of the Nintendo Switch 2 since its launch in June 2025, while the original Switch totals 155.37 million units.

This trajectory only increases with games like Fire Emblem Fortune's Weave, Pokémon Pokopia, and Yoshi and the Mysterious Book planned for the future.

What is your take on this duel between the Ally and the Steam Deck? Leave your comment below with your opinion.

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