Roblox, the popular online gaming platform, has announced the launch of a new AI-powered game creation feature for its mobile application. Dubbed 'Build', the tool will enable users to design basic games using simple text prompts, removing the need for traditional programming knowledge. This initiative reflects Roblox's continued investment in artificial intelligence to lower barriers to entry for game development.
The 'Build' feature is designed to transform descriptive text, such as "Let’s make a cozy adventure game set in a dense forest," into an initial playable game. This process encompasses generating gameplay mechanics, environmental elements, characters, visual style, and even sound, all powered by a diverse set of AI models, including both open-source and Roblox's proprietary technologies. The company states that users can then modify and share these AI-generated creations with their friends.
While this democratisation of game development presents exciting opportunities, it has also sparked apprehension within the broader gaming community. A recent Game Developer Conference survey revealed that 52% of industry professionals believe generative AI is negatively impacting the sector. Critics fear that the ease of creation could lead to a proliferation of low-quality, repetitive games, intensifying competition not only among human developers but also with rapidly produced AI content.
Addressing these concerns, Roblox has outlined plans to integrate AI-generated games into its existing discovery systems, which prioritise content based on player retention. The company maintains that only games with long-term engagement will be prominently featured, aiming to prevent a decline in overall platform quality. This strategy is intended to ensure that the influx of new content does not dilute the user experience, with the goal of accelerating creation across all skill levels.
The 'Build' feature is set to enter public alpha testing on 28 July 2026, initially rolling out to verified users aged nine and older in New Zealand. Creators aged 16 and above will have the option to publish their games to a global audience. A free basic version will be available alongside paid options. This launch follows Roblox's broader AI strategy, which includes an AI foundation model for 3D asset generation and an AI chatbot for developer support, further cementing its commitment to leveraging advanced technologies.