Roblox has rolled out a fresh policy aimed at shielding younger users from games that incorporate what the company calls “reward‑driven media feeds.” The rule applies specifically to titles that appear in the Roblox Kids and Roblox Select collections, both of which are curated spaces intended for children and families. In a recent announcement posted on the Roblox Creator Hub, the platform explained that any game that mixes media‑feed elements—such as short‑form videos, image streams, or story‑like updates—with autoplay, infinite‑scroll, or auto‑scroll mechanics, and then ties those features to a reward system, will be deemed non‑compliant. The statement made clear that Roblox is already conducting a systematic review of existing games to verify whether they meet the new standards. Developers whose titles violate the rule will see their games taken down from the Kids and Select sections unless they redesign the offending gameplay loop.
"We are actively reviewing games for compliance with the new policy. Games that do not follow this policy will be removed from Kids and Select unless the game mechanic is redesigned," the company wrote. The policy appears to be a direct response to a recent controversy involving the pet‑collecting simulator Steal an Egg.
According to multiple sources, the game was pulled from the platform after it was discovered that it encouraged players to stand on a virtual treadmill and continuously watch an endless feed of content in order to earn in‑game rewards. This mechanic raised concerns that children could be lured into prolonged screen time simply to unlock virtual items, a practice that many parents and child‑safety advocates find problematic. GamesIndustry.biz reached out to Roblox for comment, asking whether the new rule was drafted specifically because of the Steal an Egg incident.
While Roblox did not confirm a direct causal link, it did provide a detailed definition of the types of games that fall under the policy. A title is considered in violation if it meets all three of the following criteria: 1. **Media Feed Presentation** – The game displays a feed of short‑form videos, images, or story‑like content that resembles a social‑media timeline.
2. **Automatic Playback Features** – The experience includes at least one of the following: autoplay of videos, a continuous replay loop, infinite scrolling, or auto‑scrolling that moves the feed without user input.
3. **Reward Dependency** – The game offers rewards—or implies that rewards are only obtainable—when the player watches the content continuously. Roblox emphasized that the rule targets only those games that combine a reward component with an infinite‑scroll or autoplay system that effectively forces or strongly suggests ongoing consumption of media.
It does not extend to traditional rewarded video advertisements, which remain permissible as long as users actively choose to watch an ad and the platform enforces limits on how many ads a player can view within a given timeframe. Developers whose games are flagged will have the opportunity to adjust their designs to meet the new guidelines.
Once the changes are made, Roblox will re‑evaluate the titles. The company also reassured creators that all other eligibility requirements for inclusion in the Kids and Select catalogs will stay unchanged, and that any progress toward the “Engaged Player” metric will not be reset as a result of the policy shift.
The timing of this policy rollout coincides with heightened scrutiny of Roblox’s approach to child safety. Last week, the U.S. Senate Judiciary Subcommittee on Crime and Counterterrorism announced an investigation into the platform, alleging that Roblox appears to prioritize revenue generation and user engagement over the protection of its youngest audience.
The subcommittee’s inquiry underscores growing legislative interest in how major gaming platforms handle monetization tactics that may exploit children’s attention. In a separate move to bolster safety, Roblox has also open‑sourced three of its artificial‑intelligence safety models through the Robust Open Online Safety Tools Model Community (ROOST). By making these models publicly available, Roblox hopes to encourage broader collaboration on AI‑driven moderation tools and to demonstrate a commitment to transparency in its safety infrastructure. Overall, the new “reward‑driven media feed” policy reflects Roblox’s attempt to balance the creative freedom of developers with the responsibility of providing a safe environment for children.
By curbing mechanics that could encourage endless viewing for in‑game gains, the platform aims to reduce the risk of addictive behaviors and ensure that the content presented in its Kids and Select sections aligns with parental expectations. As the review process unfolds, developers will need to assess their games for any inadvertent use of autoplay or infinite‑scroll features tied to rewards, and make necessary adjustments to remain part of Roblox’s family‑friendly offerings.