Roblox has unveiled a new feature called "Build," launching Thursday, which enables users to create games directly from their mobile devices using artificial intelligence. This tool allows anyone to transform simple text prompts into a basic game without needing any programming skills. For instance, typing something like "Let’s make a cozy adventure game set in a dense forest" will prompt the system to generate an initial game version that users can then tweak and share with friends.

The company explained in a blog post that "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." Similar tools have been developed by major companies such as Google, Microsoft, and Tencent. However, the rise of AI-powered game generation has sparked concerns among developers and players. Critics argue that lowering the barriers to game development through text prompts could flood platforms with low-quality, repetitive games. This might also intensify competition, as creators now have to compete not only with other developers but also with AI-generated content that can be produced much faster.

These worries are echoed in this year’s Game Developer Conference State of the Game Industry survey, which revealed that 52% of game industry professionals believe generative AI is negatively affecting the industry. To address these issues, Roblox plans to rank AI-generated games based on player retention, similar to the system used for other games on its platform. If a game isn’t played, it won’t be prominently featured. The company added, "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 Build feature will enter public alpha testing on July 28, initially available to users in New Zealand who are aged nine and older and have verified their age. Those aged 16 and up will be able to publish their creations to a global audience. A free basic version will be offered, alongside paid options. Beyond Build, Roblox is also developing AI agents designed to assist creators with playtesting and analytics, with these features expected to roll out in the coming months.

This new feature underscores Roblox’s ongoing investment in AI, which includes an AI foundation model for generating 3D game assets and an AI chatbot to support developers during the game-building process. Additionally, Roblox is working on a "new scene-generation model" capable of creating entire editable and playable 3D scenes from a single text prompt. The announcement comes shortly after Roblox disclosed plans to discontinue "Roblox Connect," the avatar-based video calling feature introduced in 2023.