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Roblox’s mobile “Build”
Roblox has unveiled an AI feature called "Build" that lets users create games on mobile devices using only text input, with TechCrunch reporting on Wednesday that users without coding experience can create a game draft, edit it and share it with friends.
“The future is catching up with us, and what seemed like a dream a few years ago is today becoming a reality”
The feature automatically generates an initial version of a game when users enter a simple sentence, and Roblox says it can configure gameplay mechanics, environments, characters, visual style and sound all at once, based on multiple AI models including open-source models and its own models.
Roblox says "Build" will begin a public alpha test in New Zealand from July 28, available to users aged 9 and older who have completed age verification.
The rollout also draws a line between creation and publishing, with users aged 16 and older able to publish their games to users worldwide.
Roblox is also developing AI agents for playtesting and analysis, with related features expected to be launched within the next few months.
Discovery and “AI slop”
Roblox’s approach to the flood risk is discovery-based, with the company saying AI-generated games will be ranked for exposure using user retention in the same way as existing games.
In The Verge’s account, Roblox positions Build as something that allows "rapid exploration and refinement of ideas," while also claiming that games made with Build will be ranked by the same retention-based criteria as other Roblox experiences.
Roblox explicitly rejects promoting low-quality output, stating "AI slop" will not be promoted, and that "The quality of games on the homepage isn’t changing: If no one plays it—no one can find it."
The Verge also quotes Roblox’s spokesperson Juliet Chaitin-Lefcourt saying the company will share more details about paid options "as we continue to roll out to more regions in the coming months."
Beyond Build, Roblox is working on new AI agents including a playtesting agent, an analytics agent, and an agent that can run experiments to help improve engagement, retention, and monetization.
Industry debate and rollout
The announcement arrives amid concerns that lowering development barriers could increase low-quality or similar games, with critics warning that creators would have to compete not only with other developers but also with AI-generated content that can be made faster.
“Roblox is making a major push to democratize game development by introducing a new AI-powered tool called "Build," which will allow users to create playable experiences directly from their smartphones and tablets”
디지털투데이 | Asian notes that Roblox plans to rank AI-made games using user retention as the 기준, and that games that users barely visit will see less recommendation exposure.
BigGo Finance adds that the rollout begins with a public alpha test in New Zealand on July 28 and that Roblox says its discovery systems are designed to prioritize player retention over sheer volume.
BigGo Finance also cites a Game Developer Conference survey indicating that 52% of industry professionals believe generative AI is having a negative impact on the sector.
Roblox’s own description of Build says the company’s systems are designed to put forward games that retain players over the long term, and it reiterates the homepage rule: "if nobody n’y joue, personne ne peut le trouver."
