Roblox launches AI-powered 'Build' feature for mobile game creation

Roblox has unveiled 'Build,' a new AI-powered feature that allows users to create full games directly from their mobile devices by typing simple text prompts. Using a mix of open-source and proprietary AI models, Build handles everything from gameplay mechanics and environment design to character creation, visual style, and sound. For example, typing 'a cozy adventure game in a dense forest' generates a basic game that users can then modify and share. The feature enters public alpha on July 28 in New Zealand for verified users aged 9 and older, with those 16 and up able to publish globally. A free basic version will be available, along with paid upgrade options.

The announcement comes amid industry concerns about AI-generated content flooding platforms with low-quality and repetitive games. Critics point to a recent Game Developers Conference survey where 52% of professionals view generative AI negatively for the industry. Roblox plans to address this by ranking AI-generated games based on player retention, similar to its existing discovery system. 'If no one plays it — no one can find it,' the company stated, emphasizing that quality standards on the homepage remain unchanged.

Beyond Build, Roblox is developing AI agents to assist creators with playtesting and analytics, along with a new scene-generation model that can create fully editable 3D scenes from a single text prompt. These tools build on Roblox's existing AI investments, including a foundation model for 3D asset generation and a chatbot for developer support. The launch follows Roblox's recent decision to discontinue its avatar-based video-calling feature, 'Roblox Connect,' suggesting a strategic shift toward AI-driven creation tools.