Microsoft is previewing its next-gen Xbox console plans with the introduction of Xbox Ally handhelds, created in partnership with Asus. Running Windows, these handhelds boot into a custom Xbox UI, making games accessible through a familiar app-based structure. Xbox is shifting its marketing strategy to encompass a broader ecosystem beyond just a console, emphasizing a portable gaming experience. Senior designers view this as a significant breakthrough, aiming to make the Xbox experience more versatile and accessible to players on the go.
This is an Xbox, clearly expanding its marketing push beyond a single console to every screen and device.
For the first time, a player is going to be able to hold the power of the Xbox experience in their hand, and take it with them anywhere.
This is a breakthrough moment for Xbox, emphasizing the collaboration with Asus to usher in a new era of gaming.
The Xbox Ally handhelds run Windows yet boot directly into a full-screen Xbox UI, merging two powerful platforms seamlessly.
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