10 years ago, if you would have told me that I would be able to play some of my favourite console and PC games on a handheld device at resolutions and frame rates that could give console gaming a run for its money, I’d have laughed you off as a dreamer with a dream that was definitely more than a decade away. Oh, how wrong I was! While the Nintendo Switch proved that a hybrid console is a possibility, it was the Steam Deck that stole the world by storm launching a hand-held gaming PC. While the world was in awe of the Steam Deck, there was another device brewing in the shadows. A device with that much more horsepower, customizability and RGB thrown into the mix. ASUS’ Ally was in development for more than half a decade and when it finally launched, it proved that taking AAA games with on the go was not only possible, but it was possible to get PC-like customizability on a device that could almost fit in your pocket.
I had a chance to chat with Arnold Su, Vice President, of ASUS India. While he considers himself a casual gamer, his favourite game, Age of Empires, has not only stood the test of time but received a remaster recently. His favourite gaming memories were during his college years when he would play “Age of Empires” with his roommates throughout the night. “It was a memorable experience filled with fun and camaraderie, as we delved into the world of strategic gameplay together” he reminisces. “It holds a special place in my gaming journey, reminding me of the joy and excitement that gaming can bring, especially when shared with friends” he adds.
ASUS recently took the plunge and launched the ROG Ally in India, ASUS’ answer to the widely popular Steam Deck which hasn’t officially launched in India. Unlike the Steam Deck, the ASUS ROG Ally is officially available in India priced at Rs 69,990 giving customers an official channel to purchase the device along with official after-sales service.
A new Ally on the block
Arnold tells me, “Asus perceives the gaming handheld market in India as a promising and untapped opportunity, considering the unprecedented growth of the Indian gaming market on a global scale. Indian gaming enthusiasts not only seek high gaming performance but also desire versatile functionality and additional utility from their gaming devices. The ROG Ally gaming console addresses these demands by delivering exceptional gaming performance, seamless OTT entertainment connectivity, and the ability to function as a portable personal computer compatible with the Windows software ecosystem”.
While ASUS hasn’t shared the number of units of the Ally it has sold, it is said that the company initially brought 2,500 units to India, and will increase supply based on demand. Globally the sales of the Ally are said to hit 500K units. As for the Indian market, Arnold says, “The response to the ROG Ally has been positive, with favourable feedback from channel partners and a strong reception in the market. The team at Asus is encouraged by this response and is committed to bringing more devices to the market based on consumer demand. They aim to further cater to the needs and preferences of Indian gamers by continuously refining their offerings”.
He goes on to say, “Asus recognizes the importance of tailoring strategies and offerings to meet the specific needs and preferences of the Indian gaming market. By proactively addressing customer demands and providing suitable hardware solutions, Asus aims to establish a competitive advantage as pioneers in the emerging handheld gaming segment in India”.
The right ASUS gaming laptop for you
ASUS may be looking at the first mover’s advantage by officially launching the Ally in India, it has been a dominant player in the laptop and PC space for a very long time. Speaking of their gaming laptop portfolio, ASUS has spearheaded innovations and unique form factors in the gaming space making them the go-to choice when a gamer seriously considered laptop gaming. ASUS has devices like the ROG Flow which may look like a tablet on the surface (no pun intended) but is actually a gaming beast on the inside making it ideal for those that want a laptop-like gaming experience without lugging around all that weight. Similarly, the ROG Zephyrus Duo adds an additional screen which adds a whole new level of utility and immersion to gaming as well as productivity.
For anyone that isn’t aware, Arnold breaks down ASUS’ gaming laptop portfolio available in India, along with which lineup of devices is right for what type of gamer.
Arnold says, “Asus has a diverse portfolio of gaming laptops catering to various types of gamers. With over 30% market share, we offer a wide range of options to suit different needs and preferences. Let’s break down our gaming laptop portfolio to help gamers understand which device is right for them:
TUF Series: The TUF series of laptops is designed to cater to a broad range of customers. These laptops provide a variety of use cases, from demanding productivity workflows to casual gaming and even a good level of content creation. The TUF series offers a balance between performance and affordability, making it suitable for price-conscious gamers.
ROG Strix: For gamers who prioritize no-compromise performance, the ROG Strix range of laptops is the ideal choice. These laptops offer a powerful combination of performance, aesthetics, and features. With class-leading features like liquid metal cooling and arc flow fans, the ROG Strix laptops deliver top-notch performance and a visually appealing design.
ROG Zephyrus: Beyond the TUF and ROG Strix ranges, we have the ROG Zephyrus lineup, which provides a unique combination of performance and lightweight design. The Zephyrus laptops are known for their impressive performance in a slim and portable form factor. The Zephyrus G14, in particular, has been one of our best-selling products to date. We have also introduced mini LED Nebula HDR displays with this lineup, enhancing the visual experience for gamers.
Flow Series: The Flow series of products are designed for those seeking a small form factor machine that can serve as both an everyday office ultrabook and a gaming laptop. The Flow X13, for example, weighs just 1.3kg and offers up to NVIDIA RTX 4060 graphics. These laptops combine portability and power, making them versatile options for gamers on the go.
ROG Ally: We are also focused on making gaming PCs more accessible and portable with the ROG Ally. Powered by the world’s first AMD Z series chip, the Ally allows gamers to play AAA games on the go. It provides a balance between gaming performance and portability.
At Asus, we understand that every customer has their own unique requirements and preferences when it comes to gaming laptops. We celebrate this individualism by offering a wide range of products to cater to different needs. Whether you prioritize affordability, high performance, lightweight design, or portability, we have a laptop that suits your gaming style”.
Innovation is the name of the game
While gaming laptop OEMs have the same set of hardware to play with (components from Intel, AMD and NVIDIA), ASUS is ensuring it stands out from the crowd in the right way. With innovations in gaming laptop design, optimal thermal performance and of course, RGB, ASUS has managed to ensure its devices stand out in a sea of homogenous hardware. How did they do this? Arnold tells me, “ASUS stands out in the gaming laptop market due to several factors that contribute to our unique offerings and exceptional user experiences.
Firstly, ASUS has a longstanding commitment to remaining at the forefront of gaming technology. We continuously incorporate new and innovative technologies into our devices. This includes our intelligent cooling systems, which effectively manage heat dissipation to ensure optimal performance during intense gaming sessions. Additionally, our Nebula displays and industry-leading XG Mobile graphics connector are examples of cutting-edge technologies that provide enhanced visual experiences and graphics performance.
Secondly, we strive to create unique laptop experiences within our portfolio. For instance, we have introduced dual-screen laptops that offer multitasking capabilities and an immersive gaming experience. These innovative designs provide users with increased productivity and a more engaging gaming environment. Features like ASUS Dial, which integrates seamlessly with the Adobe ecosystem, and our wide range of OLED display laptops further set us apart from the competition. These features enhance usability, productivity, and visual quality, offering users a distinct advantage.
Overall, ASUS combines technological innovation, unique laptop experiences, and a commitment to staying ahead of the curve in gaming technology. It is this “secret sauce” that allows our devices to stand out in the highly competitive gaming laptop market, providing gamers with exceptional performance, immersive experiences, and the tools they need to excel in their gaming endeavours”.
Collaboration across different divisions
ASUS’ diverse portfolio has a wide range of devices from PC hardware, innovative gaming laptops and now a handheld as well. With such a large portfolio, there is a lot of information sharing between the teams and one never knows when innovation in one category can help another. Arnold tells me, “Indeed, as a large company, Asus leverages its diverse portfolio of gaming devices to co-develop new technologies and share learnings across different categories. This cross-pollination of knowledge and expertise has proven beneficial in enhancing the research and development of various gaming devices.
For instance, Asus has a strong networking business that contributes its expertise in improving network connectivity on our laptops. This collaboration allows us to integrate advanced networking technologies into our gaming laptops, providing users with better connectivity options for online gaming and other activities.
In terms of handheld devices, the development of the ROG Ally, our gaming handheld, has been influenced by the learnings from our PC laptops. The ROG Ally has been in the works for almost half a decade, and during this time, we have extensively studied and refined our cooling technologies. We have drawn upon the knowledge gained from developing our ROG laptops, particularly from projects like the ROG Mothership, which was our initial foray into vertical cooling systems. Building upon that experience, we further iterated on the design with products like the Flow Z13, and we have applied these learnings to the development of the ROG Ally”.
The future of laptop and PC gaming in India
For a large population of the country today, their first touch point for gaming is a smartphone. A lot of those upgrade to gaming laptops or gaming consoles for a better immersive experience. However, any enthusiast who is a part of the PC master race will tell you, there is nothing more satisfying than building a PC. Speaking about the PC and laptop gaming market in India Arnold says, “In my opinion, the PC/laptop gaming market in India has significant growth potential. With a PC penetration rate of less than 15% in India and a strong growing economy, we anticipate a rapid expansion of the PC market in the coming years. As more people in India gain access to PCs, there will be a corresponding increase in the number of gamers and gaming enthusiasts.
Furthermore, we expect the ratio of gaming and creator devices to increase from the current 15%~20% to over 30%, aligning with trends observed in other countries. As gaming becomes increasingly popular and the demand for content creation rises, more individuals will seek specialized devices that cater to these activities. This shift in consumer preferences will drive the growth of the gaming market and the adoption of gaming and creator-focused devices.
Looking ahead five years from now, we anticipate a thriving gaming market in India with a larger PC user base and a higher proportion of gaming and creator devices. The combination of increased PC penetration, strong economic growth, and evolving consumer preferences will contribute to the expansion and maturation of the gaming market in India”.
Speaking about the PC building and desktop gaming market in India, Arnold says, “ASUS recognizes the opportunities in the PC building and desktop gaming market in India and has been actively building up our branded gaming desktop business. While there is a segment of users who prefer to build their own gaming PCs, we also understand the demand for branded gaming PCs in the market.
To cater to the needs of gamers, we offer ROG gaming desktops that come with a range of benefits. Firstly, we provide a 3-year warranty, offering peace of mind to our customers. Additionally, we offer on-call service, ensuring that users receive prompt assistance and support whenever needed.
In terms of design, our desktops feature unique chassis designs that not only offer a distinct look but are also tastefully crafted. We believe that the aesthetics of a gaming desktop contribute to the overall gaming experience and strive to provide visually appealing designs.
Furthermore, our desktops come equipped with special features that enhance usability and convenience. For instance, devices like the ROG Strix G35 offer features such as a headphone hanger and hot-swap SSD bays. Additionally, the inclusion of Type-C ports in the front IO adds to the usefulness of the device, providing easy access to connectivity options.
At ASUS, we understand that gaming desktops are more than just the sum of their specifications. Our goal is to create a unique experience for our customers by adding special features and delivering exceptional performance. We aim to build gaming desktops that not only meet the technical requirements of gamers but also provide a delightful and user-friendly experience”.
