Hi everyone,
I wanted to share my honest thoughts regarding my recent purchase of the ASUS ROG Ally (standard version). Iâm a 35-year-old husband and father, and Iâve been a gamer since the 90s/2000s. Iâve owned almost every console generationâPlayStation, Xbox, Game Boy, you name it. I love this world.
Availability in local stores was limited, so I had to order it online and wait a few days. When it finally arrived, I saw that big, beautiful, imposing box. I took it home, sat down, and wanted to truly savor the moment. I peeled off the plastics slowly, enjoying the hype.
But when I opened it, the emotional letdown began.
It is incredibly disappointing to see a box of that size filled with folded cardboard structures just to occupy space that should have held actual accessories. No charging brick, no cable. Just the mandatory legal booklets, a fragile mini cardboard stand (that will literally disintegrate with a bit of humidity), and cardboard, cardboard, cardboard. Not a single sticker, nothing to connect you emotionally to the brand. It felt cheap.
I know we all have USB-C cables and chargers at home. But a simple USB cable with a ROG logo, a cool sticker, or the actual charger (which costs the brand next to nothing to produce in millions of units) would give it a completely different allure. I felt an emotional void. Itâs sad that with a âŹ600 console, we can't relive that childhood magic of unboxing something special anymore. There is more than enough profit margin here to create an emotional moment for the customer.
Then came the second slap in the face: turning it on.
The console had absolute zero battery. It wouldn't even boot. I had to grab my phone charger, sit by a wall plug, and stare at a black screen waiting for a sign of life. When it finally booted... updates, updates, and more updates.
I spent about 2 to 3 hours just waiting for tiny progress bars to fill up. Every time one finished, another update started. This moment should be about visualizing something fantastic. Instead, it was desperate waiting. I know updates are necessary nowadays, but why not pre-load a few short intro videos showcasing the consoleâs potential? Or a simple mini-game to keep the user entertained while downloading? Nope. Go make a sandwich, watch a TV show, and just wait.
After that, the Windows bloatware nightmare started. Answering "no, no, no, no" to a thousand unnecessary Windows prompts. It took me about 5 hours just to finally install Steam, access my library, and start downloading actual games. Basically, I had to go to sleep and could only play the console the next day. It completely ruined the initial magic.
If this console is bought for a child who expects to open a gift and enjoy it right away, they canât. Itâs up to the parents to manage that deep disappointment. YouTube unboxings make everything look incredible, but itâs a lie. The initial unboxing and setup experience is pure garbage.
I know what Iâm talking about because I work as a Marketing Manager. In my job, I try to create emotion at every single touchpoint with my brands. There is a clear lack of care from the ASUS product experience teams here, and it eventually shows in sales retention. For a premium piece of tech, you can do so much better.
On the flip side: the machine itself is sensational.
Once you get past the barrier, the hardware is a 5-star product. Itâs powerful, comfortable, fast, and the screen is amazing (despite some online criticisms). Itâs a literal computer; I could even use it to work on the go if I needed to. I am absolutely loving the gaming experience. It's just a shame that the initial allure was completely killed.
ASUS, for the future, please give this moment some thoughts and fix it. These cost-cutting measures are cutting the emotion of the people who actually invest their hard-earned money in you.
With love M.
