Roblox launches an AI-powered game creation feature in its mobile app

Roblox launched a new AI-powered feature called "Build" in its mobile app, allowing users to create games from text prompts without programming experience. The feature uses a mix of open-source and proprietary AI models to generate gameplay, environments, and characters. Critics warn it could lead to low-quality content, but Roblox plans to rank games by player retention to mitigate this.

Roblox announced https://about.roblox.com/newsroom/2026/07/build-without-limits-on-roblox Thursday a new feature called “Build,” allowing users to design games from their mobile devices using AI. The Build feature lets anyone turn simple text prompts into a basic game without any programming experience. For example, if a user types, “Let’s make a cozy adventure game set in a dense forest,” the new feature will generate an initial version of the game, which users can then modify and share with friends. “Powered by a broad set of AI models, including both open-source and proprietary Roblox models, Build handles gameplay mechanics, environment, characters, visual style, sound, and more,” the company wrote in a blog post. Companies like Google https://techcrunch.com/2026/01/29/i-built-marshmallow-castles-in-googles-new-ai-world-generator-project-genie/ , Microsoft https://techcrunch.com/2026/02/21/microsofts-new-gaming-ceo-vows-not-to-flood-the-ecosystem-with-endless-ai-slop/ , and Tencent have built similar tools. However, AI-powered game generation has raised concerns among developers and players, with critics arguing that reducing the barriers to game development via text prompts could lead to an influx of low-quality and repetitive games. This may also increase competition on the platform, as creators are required to compete not only with other developers but also with AI-generated content that can be produced far more quickly. These concerns are reflected in this year’s Game Developer Conference State of the Game Industry https://images.reg.techweb.com/Web/UBMTechweb/%7Bfbdfe6c4-e33f-458e-a8ac-96db55fda684%7D 541400 GDC26 PDF SOTI Report Final.pdf?utm source=syndication survey, which found that 52% of game industry professionals believe generative AI is having a negative impact on the industry. To address this, Roblox plans to rank these AI-generated games based on player retention, similar to the system used for other games on the platform. If a game is not played, it won’t be featured as prominently. “Our discovery systems are designed to highlight games with long-term retention, which doesn’t include AI slop. The quality of games on the homepage isn’t changing: If no one plays it—no one can find it. The goal across these new tools is to continue to accelerate creation across all experience levels,” the company added. The Build feature will enter public alpha testing on July 28, available to users in New Zealand aged nine and older who have verified their age. Users aged 16 and up will have the opportunity to publish their creations to a global audience. There will be a free, basic version available along with paid options. Beyond the Build feature, Roblox is also working on developing AI agents that will assist creators in playtesting and providing analytics. These features are anticipated to roll out in the upcoming months. The new feature highlights Roblox’s ongoing investment in AI, including an AI foundation model https://techcrunch.com/2026/02/04/robloxs-4d-creation-feature-is-now-available-in-open-beta/ for generating 3D game assets and an AI chatbot https://techcrunch.com/2026/04/16/robloxs-ai-assistant-gets-new-agentic-tools-to-plan-build-and-test-games/ for supporting developers through the game-building process. Additionally, Roblox is developing a “new scene-generation model” capable of creating entire editable and playable 3D scenes from a single text prompt. Additionally, the announcement comes shortly after Roblox disclosed https://devforum.roblox.com/t/roblox-connect-calling-apis-are-sunsetting-july-15/4684409 plans to discontinue “Roblox Connect,” the avatar-based video calling feature introduced in 2023.