Roblox has rolled out a fresh set of guidelines aimed at shielding younger users from games that blend media feeds with reward systems, especially within its Roblox Kids and Select categories. The company announced the policy on its creator hub, emphasizing that any game that merges a scrolling or autoplay media feed with incentives for continued viewing will no longer be permitted in those child‑focused sections unless the offending mechanic is altered. According to the official statement, Roblox is now actively auditing existing titles to ensure they comply with the new standards. Developers whose games fail to meet the criteria will see their titles removed from the Kids and Select catalogs, though they will have the opportunity to redesign the problematic feature and submit the game for a second review.
The policy was prompted by a recent incident involving the pet‑collecting simulator Steal an Egg. The game reportedly encouraged players to stay on a virtual treadmill while a continuous stream of short videos played, rewarding them with in‑game items for watching the content without pause. After the mechanic drew criticism, the game was taken offline, sparking broader discussion about the ethics of reward‑based media consumption for children. GamesIndustry.biz reached out to Roblox for clarification on whether the new rule was a direct reaction to the Steal an Egg case.
While Roblox did not confirm a direct causal link, it used the incident as a concrete example of the type of gameplay it intends to curb. Roblox defines a "reward‑driven media feed" game as one that satisfies three conditions simultaneously: 1.
**Media Feed Presentation** – The game shows a feed of short‑form videos, image galleries, or story‑like content that resembles social‑media timelines. 2.
**Automatic Playback Mechanics** – The experience includes at least one of the following: autoplay, an endless replay loop, infinite scroll, or autoscroll that moves the feed without user input. 3. **Reward Integration** – The game ties in‑game rewards—or the promise of them—to the act of watching or scrolling through the media feed, effectively requiring or implying that continuous consumption is necessary to earn the reward. Roblox stressed that the rule applies only when the reward element is coupled with an infinite‑scroll or autoplay feature that pushes users to keep watching.
Stand‑alone rewarded video ads are exempt, provided the user initiates the ad themselves and the platform enforces limits on how many ads a player can view in a given period. Developers who modify their games to remove or redesign the offending mechanics will be invited to resubmit for evaluation. Roblox noted that meeting the new policy does not affect any other eligibility requirements for inclusion in Kids or Select, and that the Engaged Player metric—used to gauge a game's popularity—will remain unchanged. The timing of the announcement coincides with heightened scrutiny of Roblox by U.S.
lawmakers. Last week, the Senate Judiciary Subcommittee on Crime and Counterterrorism launched an investigation into the platform, alleging that Roblox may be placing revenue generation and user engagement ahead of child safety considerations. The inquiry underscores the growing pressure on the company to demonstrate robust protective measures for its youngest audience. In a parallel move to bolster safety, Roblox has also contributed three of its AI safety models to the public domain through the Robust Open Online Safety Tools (ROOST) Model Community.
By open‑sourcing these tools, Roblox aims to foster broader collaboration on safeguarding online environments, particularly those frequented by minors. Overall, the new policy reflects Roblox’s attempt to balance creative freedom for developers with the responsibility of providing a safe, age‑appropriate experience for children. By targeting the specific combination of endless media feeds and reward incentives, the platform hopes to curb potentially exploitative designs while still allowing engaging, wholesome gameplay. Developers are encouraged to review their titles, remove any auto‑scrolling or autoplay loops tied to rewards, and submit revised versions for re‑approval, ensuring that the Roblox Kids and Select ecosystems remain welcoming spaces for younger gamers.