ROG Ally Launch Overshadowed by Game Pass Price Hike
The launch of the ASUS ROG Ally handheld gaming device has been met with controversy due to a notable price increase for Microsoft‘s Game Pass Ultimate subscription, announced just weeks before the Ally’s release. The ROG Ally features a full-screen Xbox UI, designed to manage games from multiple stores like Steam adn Epic, and fully supports cloud gaming – features heavily reliant on a Game Pass Ultimate subscription.
On October 1st, Microsoft increased Game Pass pricing: Essential rose 36% from 7,900 won to 10,800 won per month, while Premium (formerly Standard) increased 25% from 11,900 won to 14,900 won.The most substantial increase was for Ultimate, jumping 52% from 19,000 won to 29,000 won – a 10,000 won monthly increase.
The price hike sparked immediate backlash. The Microsoft subscription management page reportedly experienced outages due to a surge in cancellations. Social media platforms like Reddit and X (formerly Twitter) saw users expressing their discontent, with posts like “Cancel right now” appearing frequently.Even the official GAMESTOP account posted, “$29.99 per month, no own nothing.”
Microsoft defends the increase by pointing to the addition of Ubisoft+ Classics and Fortnite Crew to the Ultimate tier, services which individually cost $17.99 and $11.99 per month respectively. They also highlight improvements to cloud gaming quality, now offering 1440p resolution. However, many users feel the added benefits do not justify the price increase, labeling it “expensive” and “needless.”
The timing of the price increase has been particularly criticized. Pre-orders for the ROG Ally began on September 25th, the price hike was announced on October 1st, and the device launched on October 16th. Some customers who pre-ordered with the previous Game Pass Ultimate price of 19,000 won found themselves facing the new 29,000 won rate upon receiving their device.
Calculating the total cost of ownership reveals a significant investment. The ROG Ally is priced around 850,000 won for the standard model and 1.4 million won for the high-performance Ally X. A two-year Game Pass Ultimate subscription adds 696,000 won,bringing the total cost to 1.546 million won for the basic model and 2.096 million won for the Ally X. This figure approaches the price of a mid-range gaming laptop at 2.1 million won.
While users can opt for the Premium (14,900 won/month) or Essential (10,800 won/month) tiers,or utilize other platforms like Steam,foregoing Game Pass Ultimate diminishes the core functionality of the ROG Ally.
The situation is further complex by Microsoft’s 2023 acquisition of Activision Blizzard. During regulatory review, the company was questioned about potential price increases post-acquisition. Despite assurances, the 52% increase to Game Pass Ultimate was implemented on October 1st, 2025.
The Steam Deck OLED presents a potential option, priced at $549 – cheaper than the ROG Ally – and featuring a larger battery and OLED display. Crucially, it operates without a mandatory monthly subscription fee; games purchased on Steam are owned outright. However, the Steam Deck runs on SteamOS, which may have compatibility issues with some Windows-exclusive titles.
Despite the controversy, the ROG Ally is considered a well-designed product, combining ASUS hardware with Microsoft software optimization. The core issue lies with the timing of the price increase and the subscription-based economy it represents. At 29,000 won per month, the subscription costs 348,000 won annually and 1.74 million won over five years – possibly exceeding the device’s initial price.
The author suggests Microsoft would have been better served delaying the price increase, or offering new buyers a free trial period. For potential customers, the recommendation is to wait for more extensive user reviews and Korean pricing facts, and to consider trialing Game Pass Ultimate to assess its value and cloud gaming quality.
