ASUS Teases New Xbox-Branded Handheld Amid Rising Competition with Nintendo Switch 2

In a bold move that underscores the intensifying competition in the handheld gaming market, ASUS has released an official teaser for a new device bearing Xbox branding.

The short video highlights a handheld reminiscent of the ASUS ROG Ally series, complete with the signature Xbox logo and a familiar controller layout.

This development follows months of speculation regarding Microsoft's rumored project, codenamed "Keenan," which was believed to be an Xbox-branded portable developed in partnership with a leading PC gaming OEM. Since its launch in 2017, the Nintendo Switch has redefined portable gaming, achieving over 125 million unit sales and establishing a robust ecosystem through the Nintendo eShop and popular titles like The Legend of Zelda: Tears of the Kingdom and Animal Crossing: New Horizons.

Rumors of a forthcoming successor, the Nintendo Switch 2, have kept the gaming community abuzz, especially as Nintendo prepares for a full reveal expected within hours. ASUS, a dominant force in the PC and gaming hardware landscape, first made waves in the handheld space with its ROG Ally, lauded for delivering PC gaming experiences on the go.

The company's latest teaser features an Xbox Controller and strong Xbox branding, indicating more than a licensing partnership and hinting at direct collaboration with Microsoft. Adding credibility to the announcement, the official Xbox social media account responded to ASUS’s teaser with a playful emoji, further fueling excitement about an imminent reveal.

Both companies have a history of groundbreaking releases—Microsoft celebrated significant milestones with the Xbox Series X|S, while ASUS continues to push hardware boundaries in the gaming sector. Despite the mounting anticipation, neither Microsoft nor ASUS has provided an official statement confirming hardware specifications, release dates, or pricing for the new handheld.

Thus far, the teaser serves as a clear indication that the companies are working closely to offer a portable alternative to traditional consoles, and possibly to compete head-to-head with the anticipated Nintendo Switch 2. As the handheld gaming sector becomes increasingly crowded, players and industry analysts alike will be watching for further official announcements from ASUS and Microsoft.

The forthcoming Nintendo Direct could set the stage for a new wave of competition, making 2025 a pivotal year for console gaming evolution. Stay tuned for verified updates as both ASUS and Nintendo make their next moves in the console wars.

Nintendo Switch 2 Nintendo Switch Nintendo Switch 2 Microsoft PC Xbox Switch Xbox Series X|S ASUS ASUS ROG Ally PC gaming OEM