Sales of Asus’ Xbox ROG Ally X “exceed expectations”

Sales of Asus’ Xbox ROG Ally X have “exceeded expectations”.

Addressing investors, Asus said the response to its new handheld system – which launched on October 16 – had been “extremely positive”, particularly the “premium higher-end models”.

As a consequence of demand outstripping supply, the firm said it was working to “ramp up production and fill the demand gap that exists”.

“As many of you know, we introduced the first generation ROG Ally 2-3 years ago as a market pioneer, over the past couple of years this new category, especially, the Windows ecosystem has proven itself highly successful,” Asus said in a Q&A (thanks Windows Central),

“We believe that we have achieved our original goals of premium positioning, creating a new growth driver in our gaming segment. That’s why we released our third-generation ROG Ally last month. It featured deeper collaboration with Xbox.

“Since its launch, we see the market response for it has been extremely positive, particularly, there has been an appetite for the premium higher-end models, exceeding our expectations. “These high-ended variants are currently in short supply,” Asus added. “We are working closely with key component suppliers to ramp up production and fill the demand gap that exists. Our goal with the ROG Ally is for it to remain a core pillar within the Asus gaming portfolio.”

As a consequence of the better-than-expected launch, Asus expects its Ally range to generate between $96 million and $160 million USD this current fiscal quarter, and approximately $130m and $160 million per quarter going ahead.