Could Other PC Makers Receive Custom Windows 11 Versions of the "ROG Xbox ALLY"? We Asked the Xbox VP [TGS2025]
Note: the original Japanese article can be found at:
https://www.4gamer.net/games/047/G004755/20250928029/
Editorial Department: Toshiaki Konishi | 2025/09/28 06:18 (UTC)
In conjunction with Tokyo Game Show 2025 (hereafter TGS2025), the domestic pricing for Microsoft’s collaboration with ASUSTeK Computer (hereafter ASUS) on their handheld gaming PC, the ROG Xbox ALLY series, has finally been revealed.
The model on the left is the higher-end “ROG Xbox ALLY X,” while the one on the right is the lower-end “ROG Xbox ALLY.” Image Gallery No.002 thumbnail / Will ASUS offer a customized Windows 11 for other PC manufacturers? We asked the Xbox VP at TGS2025
Many may be surprised to learn that the lower-end model, “ROG Xbox ALLY,” is priced at ¥89,800 (tax-inclusive), and even the higher-end “ROG Xbox ALLY X” comes in at ¥139,800 (tax-inclusive). Given that high-end handheld gaming PCs have seen significant price increases recently, this represents a relatively competitive offering for its specs.
Related article
Handheld Gaming PC “ROG Xbox ALLY” Series to Launch on October 16, Featuring Ryzen Z2 and Optimized Windows 11
On September 26, 2025, ASUS announced the domestic launch of its handheld gaming PCs, “ROG Xbox ALLY” and “ROG Xbox ALLY X,” scheduled for October 16. The estimated retail prices are ¥89,800 and ¥139,800 (both tax-inclusive), respectively.
[2025/09/26 09:01]
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Jason Ronald, Vice President, Xbox Gaming Devices & Ecosystem, Microsoft Image Gallery No.003 thumbnail / Will ASUS offer a customized Windows 11 for other PC manufacturers? We asked the Xbox VP at TGS2025
Just before the opening of TGS2025, we had the opportunity to experience hands-on trials of the ROG Xbox ALLY series and conduct a joint interview with Jason Ronald, one of the development team members.
In this article, we’ll share insights from that interview, focusing on information not covered in previous press releases.
— Is there any plan to provide the customized Windows 11 used in the ROG Xbox ALLY series to other PC vendors or even general consumers so they can install it on their own gaming PCs?
Jason Ronald (hereafter Ronald):
We believe the improvements and initiatives we’ve implemented with this customized version of Windows are beneficial for the entire Windows ecosystem. Therefore, rather than being offered exclusively to specific customers as a custom solution, these enhancements will be integrated into future Windows 11 updates—making them available to everyone.
— Will there be plans to bring this optimized Windows 11 to Xbox Series X|S?
It would make gamers happy if more games became playable on the console.
Ronald:
Our philosophy is that players should be able to play their existing games across any device. The optimization of Windows 11 for this product has been shaped by feedback and insights gathered from users of Xbox Series X|S. That’s why we’re now incorporating those learnings into Windows moving forward.
(Note: The question may not have been fully understood earlier—essentially, there are no such plans.)
— You mentioned future Windows updates. Does this mean other handheld PCs from different manufacturers could also see improved game performance as a result?
Ronald:
Exactly—that’s precisely our goal. We aren’t developing this optimized version of Windows just for the ROG Xbox ALLY alone. The same principles apply to laptops, desktops, or any other handheld device. By minimizing overhead from Windows itself and redirecting resources toward gameplay performance, everyone benefits.
That said, this is part of a future roadmap. First, we want users to experience our optimized version on the ROG Xbox ALLY, collect feedback, and then gradually incorporate those improvements into regular Windows updates.
— So, features like “Advanced Shader Delivery” (currently under development) will also be made available on other desktops and laptops running Windows?
(Note: This feature pre-downloads shader programs to avoid long loading times during first game launches—an issue common in PC gaming.)
Ronald:
We certainly aim to do that, but we’ll start by observing results and gathering feedback from the ROG Xbox ALLY first. If it works well there, we’ll explore how to adapt it for other GPUs.
There’s a lot we’ve learned from game consoles—especially regarding shader compilers—and we’re actively applying those insights to PC development.
— You mentioned continued updates after Day 1 (launch day). Are there any specific plans you can share? What kinds of features or services are possible?
Ronald:
Some things will be available immediately, while others may come in early next year. All the additional features already announced should be released by early spring. However, as our primary focus is on the ROG Xbox ALLY launch, we’re preparing resources to address any serious issues quickly. At this stage, we haven’t yet set specific dates for new features.
— The ROG Xbox ALLY seems like a very experimental project. Microsoft clearly values feedback from the community. What aspects are you most focused on?
Ronald:
The main focus is that this is our first handheld device delivering an Xbox experience. While we already run Insider Programs on both consoles and PCs, with the launch of ROG Xbox ALLY, we’re especially interested in usability: How easy is it to play games? Can users easily discover new titles? These are key areas for us.
We’re also keenly interested in feedback regarding advanced features like AI integration.
Titles tested using the “Handheld Compatibility Program” display labels such as “Mostly Compatible” (mostly compatible, inside red border) or “Handheld Optimized” (optimized for handheld gaming PCs) on the library screen. This initiative is new to Xbox. Image Gallery No.004 thumbnail / Will ASUS offer a customized Windows 11 for other PC manufacturers? We asked the Xbox VP at TGS2025
Looking back, Xbox has always been built on a foundation of co-creating with the community. Moving forward, we plan to introduce new features early through the Insider Program and actively listen to user input.
— From what you’ve said, it seems that the super-resolution technology “Auto SR” (Automatic Super Resolution) in ROG Xbox ALLY operates differently from AMD’s proprietary solution, FSR.
In that case, if a game supports FSR, gamers can just use FSR. For games not supporting FSR, Auto SR would be used automatically by the device—am I understanding this correctly?
Ronald:
Exactly. If developers choose to implement FSR natively, they will do so. But for games that don’t support FSR and haven’t received updates adding such support, Auto SR becomes effective.
— For example, games that only support NVIDIA’s super-resolution tech, DLSS?
Ronald:
Since this uses AMD SoC technology, those games would rely on Auto SR instead.
— Why did you choose ASUS as a partner for creating the first Xbox handheld?
Ronald:
ASUS’s ROG Ally launched in 2023 Image Gallery No.006 thumbnail / Will ASUS offer a customized Windows 11 for other PC manufacturers? We asked the Xbox VP at TGS2025
We’ve worked with many hardware manufacturers, but ASUS stood out due to shared core values and a common philosophy. They prioritize players and are committed to building devices optimized specifically for them. Of course, the ROG Ally series as a platform was also well-suited for this collaboration.
We’ve received various responses regarding handheld gaming PCs in the PC market. But delivering an Xbox experience on a handheld device—this could become a game-changer going forward.
It’s somewhat disappointing that there are no plans to offer the customized Windows 11 created specifically for ROG Xbox ALLY to other handheld gaming PCs. However, we can understand Microsoft’s direction of gradually optimizing standard Windows 11 for better gaming performance.
Although we only had a brief look at the prototype, checking the Task Manager on Windows 11 revealed that most services loaded were similar to those in regular Windows 11 Pro. For example, Hyper-V-related functions, Windows Search, and printing services were present (though stopped), suggesting that even though it’s customized, the underlying system isn’t drastically different.
The ROG Xbox ALLY series includes two USB Type-C ports, allowing connection with a wide range of PC peripherals. Even as a custom handheld gaming PC, completely disabling standard Windows 11 services doesn’t seem feasible. Image Gallery No.007 thumbnail / Will ASUS offer a customized Windows 11 for other PC manufacturers? We asked the Xbox VP at TGS2025
With the official release just two weeks away, we look forward to examining finer details in the final product.