The Asus ROG Xbox Ally is inexplicably getting cheaper while it’s competitors hike prices — making it the best Steam Deck competitor right now
The Asus ROG Xbox Ally is defying market trends by becoming cheaper at a time when its competitors are raising prices, positioning it as an increasingly attractive option in the competitive handheld gaming market. In the UK, the entry-level model is currently available at a 20% discount on Amazon for £396, offering significant value as the broader gaming hardware market faces mounting pressures.
The handheld gaming sector is experiencing turbulent conditions driven by the “RAMpocalypse”—a shortage of RAM that has escalated component costs across the industry. This supply crunch has forced most manufacturers to hike prices on their products and has created significant stock issues, making new hardware difficult to find. In this constrained market environment, the Ally’s price reduction stands out as unusual and counterintuitive.
With rising costs and limited availability affecting competitors’ products, the Asus ROG Xbox Ally is emerging as the best value proposition among Steam Deck alternatives. The combination of its declining price point and competitors’ price increases makes it a particularly tempting purchase for consumers looking to enter handheld gaming without experiencing severe price inflation. This pricing advantage, despite broader market headwinds, may significantly impact the handheld gaming landscape and consumer purchasing decisions.