Roblox announced a new feature called “Build” that allows users to design games directly from mobile devices using AI-generated text prompts, requiring no programming experience. The tool uses a combination of open-source and proprietary Roblox AI models to generate gameplay mechanics, environments, characters, visual style, and sound from simple prompts, after which users can modify and share their creations.
The feature follows similar AI game-generation tools introduced by companies including Google, Microsoft, and Tencent. However, AI-driven game creation has raised concerns among developers, with a recent Game Developers Conference survey finding that 52% of industry professionals believe generative AI is negatively affecting the industry. To address quality concerns, Roblox said it will rank AI-generated games based on player retention, consistent with its existing discovery system, meaning games without sustained engagement will receive less visibility.
Build will enter public alpha testing on July 28 for users in New Zealand aged nine and older with verified ages, with users 16 and older able to publish creations globally. The company will offer both free and paid versions. Roblox is also developing AI agents to assist creators with playtesting and analytics, expanding on its existing AI tools for 3D asset generation and developer support.
