Roblox has rolled out a fresh policy aimed at shielding younger users from "reward‑driven media feeds" in titles that appear on its Roblox Kids and Select collections. The company announced the change on its creator hub, explaining that the rule targets any game that blends media‑feed formats—such as short‑form video streams, image carousels, or story‑style updates—with mechanics that automatically play, endlessly scroll, or otherwise keep the content moving without user input, while also attaching a reward system that either requires or suggests continuous viewing to earn in‑game benefits. According to the official statement, Roblox is now actively auditing existing games for compliance. Any title that fails to meet the new standards will be pulled from the Kids and Select sections unless the developer redesigns 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 post read. The policy appears to be a direct response to recent controversy surrounding the pet‑collecting simulator Steal an Egg. Reports indicated that the game had been taken offline after it encouraged players to remain on a virtual treadmill, watching an endless loop of content in order to accumulate rewards.
While Roblox has not confirmed that the new rule was drafted solely because of that incident, the timing suggests a clear link. GamesIndustry.biz reached out to Roblox for clarification, and the platform confirmed that a game falls under the new restriction if it meets three criteria: 1. It presents a media feed to the player—this could be short videos, a scrolling image gallery, or a feed that mimics social‑media stories.
2. It incorporates at least one of the following features: autoplay, a continuous replay loop, infinite scroll, or autoscroll. 3. It attaches a reward system that either explicitly requires or implicitly suggests that the player must keep watching the feed to earn those rewards.
Roblox emphasized that the rule only applies when a reward component is paired with an infinite‑scroll or autoplay function that pressures users to consume content continuously. The company made it clear that traditional rewarded video advertisements are not affected, because those ads must be manually initiated by the user and are subject to strict rate‑limiting controls. Developers whose games are found to be non‑compliant will be given the opportunity to modify their titles.
Once the adjustments are made, Roblox will re‑evaluate the games. The platform also noted that all other eligibility requirements for inclusion in Kids and Select remain unchanged, and the "Engaged Player" metric will not be reset for games that successfully adapt. The policy shift arrives amid 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, accusing it of placing revenue and engagement numbers ahead of protecting its youngest audience. In response to broader safety concerns, Roblox has also taken steps to improve transparency around its artificial‑intelligence tools. The company recently open‑sourced three of its AI safety models through the Robust Open Online Safety Tools Model Community (ROOST), signaling a commitment to collaborative development of safer AI systems.
By tightening the rules around reward‑linked media feeds, Roblox aims to curb the potential for addictive loops that could exploit children’s natural curiosity and desire for instant gratification. The move reflects a growing awareness within the gaming industry that monetization strategies must be balanced with ethical considerations, especially when the target demographic includes minors. As developers adapt to the new guidelines, the platform will likely see a wave of redesigns that replace endless scrolling or autoplay features with more intentional, player‑driven interactions.
In summary, Roblox's latest policy prohibits games that combine media feeds with automatic or infinite scrolling mechanics while also tying those feeds to rewards. The company is reviewing existing titles, removing those that do not comply, and offering creators a chance to adjust their games. This effort coincides with broader regulatory pressure and internal initiatives to promote safer AI usage, underscoring Roblox's intent to prioritize child protection while maintaining a vibrant ecosystem for creators.