Asus may be facing potential challenges with the pricing strategy of its upcoming Asus ROG Ally gaming portable device. In order to compete effectively with the established Steam Deck, which has already gained traction in the gaming PC portable market, Asus needs to ensure that the price of the ROG Ally is competitive.
While the ROG Ally boasts impressive specifications and can serve as a capable laptop alternative, consumers have historically shown reluctance to pay what they perceive as an excessively high price for a game console or portable device. Past examples, such as the early launch prices of the PlayStation 3 and Nintendo 3DS, demonstrate that buyers are hesitant to invest in products that are perceived as overpriced.
The rumored price point for the ROG Ally in the United States appears promising, offering good value for the device. However, the alleged European price is being met with criticism, as it seems unreasonably high. It is important for Asus to consider adjusting the European pricing to account for value-added tax (VAT), as imposing an additional charge on an already expensive system may deter potential buyers. Furthermore, launching the ROG Ally amidst a global cost of living crisis adds another layer of complexity to the pricing issue, potentially impacting sales in multiple regions.
As the market eagerly awaits the device’s release on May 11, it remains to be seen whether the rumors regarding pricing are accurate. However, if the reported pricing is indeed accurate, Asus runs the risk of alienating a significant market share with this decision. It is crucial for the company to carefully assess and adjust its pricing strategy to maximize the ROG Ally’s potential success in the gaming portable market.
