Two new Backbone limited-edition mobile controllers are headed exclusively to Target. The Dream Purple Backbone One sells for $99.99 at Target, while the Mauve (pink) Backbone Pro sells for $169.99 at Target.
Online orders are available starting Oct. 5, and then these devices can be found in stores on Oct. 6 while supplies last.
For those not familiar with Backbone, it offers a mobile gaming controller built for Xbox Cloud Gaming, NVIDIA GeForce Now, and other cloud platforms.
Features and design
The Backbone Pro features large ergonomic grips with textured triggers and a refined profile. It supports wired low-latency play through USB-C, as well as Bluetooth with up to 40 hours of battery life.
It also includes two programmable back buttons for custom controls, a 3.5mm headphone jack, and USB-C pass-through charging. A dedicated capture button makes it easy to take screenshots and clips.
On the hardware side, the Backbone Pro uses Hall Effect triggers, which rely on magnets and sensors instead of physical contact. This design helps them last much longer than traditional triggers. However, the Backbone Pro does use standard sticks, which means stick drift is still possible, as Jez noted in his review.
The Backbone One doesn’t pack all the same features as the Backbone Pro, such as no hall effect joysticks, but it comes in at a lower price. Backbone describes it as the most accessible way to transform a smartphone into a portable console.
Cloud gaming adoption and why controllers matter
Cloud gaming is one of the fastest-growing parts of the industry. In 2023, it generated around $3.5 billion in revenue, and Bloomberg Intelligence projects it could expand tenfold to become a $40 billion market within the next decade.
Faster internet speeds are driving this growth, the rollout of 5G, and the rising demand for gaming on mobile devices, especially in regions like India, where consoles are less accessible.
According to Bloomberg, Xbox is on track to dominate with roughly 40% of the market share, putting it well ahead of PlayStation and NVIDIA, which remain strong competitors.
Cloud gaming isn’t perfect, though. Latency, data usage, and regional availability are still hurdles. Even so, its momentum is undeniable, and having a controller like the Backbone Pro or Backbone One can give you a real edge when playing in the cloud or on your phone.
New Target-exclusive colors
For those who love to mix up the color of their gear, Backbone is releasing one new variant of the Backbone Pro and one new variant of the Backbone One.
The Backbone Pro is getting a new Pink Edition at $169.99. It’s perfect for anyone who enjoys anything and everything pink. It’s not quite my cup of tea, but for people like my sister who have an all-pink setup and enjoy gaming on their phone from time to time, it’s a great addition to the Backbone Pro lineup.
Now, something a bit more my cup of tea, the Backbone One Purple Edition. Purple is one of my favorite colors — well, after blue, orange, and yellow, so maybe not quite at the top, but still up there. The Purple Edition comes in much cheaper than the Pro at $99.99.
Both the Pink Edition Backbone Pro and the Purple Edition Backbone One will be available exclusively through Target, launching online on October 5, 2025, and in stores on October 6, 2025.
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