Roblox has rolled out a fresh policy aimed at shielding younger users from games that incorporate what the company calls "reward‑driven media feeds" within the Roblox Kids and Select categories. In a detailed announcement posted on its Creator Hub, Roblox explained that the new rule targets any experience that mixes media‑feed elements—such as short‑form video streams, image carousels, or story‑style feeds—with mechanics that automatically play, endlessly scroll, or otherwise compel continuous viewing, and that also tie those viewing actions to in‑game rewards or the suggestion that rewards depend on ongoing consumption.
The company emphasized that it is now actively auditing titles to verify compliance. Any game that fails to meet the new standards will be pulled from the Kids and Select sections unless its developers redesign the offending mechanic. "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 statement read. The policy appears to be a direct response to recent controversy surrounding the pet‑collecting simulator Steal an Egg. According to multiple reports, Steal an Egg was taken offline after it was discovered that the game encouraged players to stand on a virtual treadmill and watch a never‑ending stream of content in order to earn in‑game currency or other rewards.
The mechanic effectively turned passive media consumption into a gameplay loop, prompting concerns that children could be incentivized to spend excessive time watching repetitive video feeds for the sake of virtual prizes. GamesIndustry.biz reached out to Roblox for clarification on whether the new rule was drafted specifically because of the Steal an Egg situation. While Roblox did not confirm a direct causal link, it did outline the precise criteria that trigger the policy: - The game must present a media feed to the player.
This can include short‑form videos, image slideshows, or story‑like social‑media feeds. - The experience must incorporate at least one of the following auto‑play mechanisms: autoplay, continuous replay loops, infinite scroll, or automatic scrolling. - There must be a reward system that either explicitly requires or strongly implies that the player must keep watching the feed to obtain the reward.
Roblox clarified that the rule does not apply to standard rewarded video advertisements, which are already subject to strict user‑initiation requirements and rate limits. "A user must actively initiate the ad, and [the platform] applies rate limits to how many a user can watch," the company noted, distinguishing these ads from the problematic game mechanics the policy targets. Developers whose games are found to be non‑compliant will be given the opportunity to modify their titles.
Once the changes are made, the games will undergo a re‑review process. Roblox also reassured creators that all other eligibility requirements for inclusion in the Kids and Select sections remain unchanged, and that the Engaged Player metric will not be reset as a result of the policy enforcement.
The timing of this policy rollout coincides with heightened scrutiny of Roblox by U.S. lawmakers. Last week, the Senate Judiciary Subcommittee on Crime and Counterterrorism announced an investigation into the platform, alleging that Roblox appears to prioritize revenue generation and engagement statistics over the safety of its youngest users.
The subcommittee’s concerns have added pressure on Roblox to demonstrate proactive measures that protect children from potentially exploitative design patterns. In addition to the new policy, Roblox highlighted its ongoing commitment to safety by announcing the open‑sourcing of three of its artificial‑intelligence safety models. These models were released through the Robust Open Online Safety Tools Model Community (ROOST), a collaborative initiative that aims to provide developers and researchers with tools to detect and mitigate harmful content across the platform. By sharing these models publicly, Roblox hopes to foster a broader ecosystem of safety solutions that can be leveraged both inside and outside its own environment.
Overall, the introduction of the reward‑driven media feed restriction signals Roblox’s effort to balance innovative gameplay experiences with the responsibility of safeguarding children. By drawing a clear line between acceptable reward mechanisms and those that exploit endless media consumption, the company aims to curb designs that could encourage unhealthy screen habits while still allowing developers creative freedom within safe boundaries. The policy, combined with increased regulatory attention and the release of open‑source safety tools, suggests that Roblox is positioning itself to address both internal community concerns and external legislative pressures in a comprehensive manner.