In 2023, ASUS unveiled the ROG Ally: the ultimate gaming handheld, bringing a true Windows 11 gaming experience plus all of Xbox Game Pass to Australian gamers on the go. It was a beast of a launch amid a jam packed always-on program for the ASUS team in AU/NZ.

To introduce this superpowered handset to Australia’s tech and lifestyle media, we needed to find an activation space that could replicate the solo experience of gaming on the go, the couch experience of gaming with a buddy, and the home studio environment of a pro streamer so… where better to launch this epic product than Thrive’s own space, Thrive360, just a stone’s throw from Australia’s biggest media houses.

We hosted more than thirty most influential tech, lifestyle and gaming media, facilitating hands-on demos, Q&As and presentations at Thrive360 over one whirlwind day… which led to tens of media stories, 10.5+ million valuable impressions, an avalanche of positive reviews and more than 27,000 visits to the ROG Ally website. Safe to say gaming fans flocked and the launch was a hit with consumers.