Roblox has rolled out a fresh policy aimed at shielding younger users from games that incorporate what the company calls “reward‑driven media feeds” on its Roblox Kids and Roblox Select catalogs. The move is intended to curb gameplay experiences that blend scrolling or autoplaying media with incentives that push children to keep watching content for virtual payouts. In a detailed announcement posted to the Roblox Creator Hub, the company explained that the new guideline targets any title that mixes media feeds—such as short‑form video clips, image carousels, or story‑style updates—with mechanics like autoplay, infinite scroll, continuous replay loops, or automatic scrolling, and then ties those features to a reward system.
In other words, if a game shows a feed of videos or pictures that automatically plays or scrolls and then promises in‑game currency, items, or other benefits only if the player continues to watch, it falls under the new restriction. “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.
Roblox emphasized that the review process is already underway and that developers whose titles are found to be non‑compliant will be given the opportunity to modify their games to meet the standards before any removal occurs. The policy appears to be a direct response to recent controversy surrounding the pet‑collecting simulator Steal an Egg. According to reports, the game featured a mechanic where players could place their avatar on a virtual treadmill that continuously ran while a stream of content played in the background.
The longer a player stayed on the treadmill and watched the feed, the more in‑game rewards they earned. This setup was criticized for encouraging endless consumption of media, especially among children, and the game was subsequently taken offline. GamesIndustry.biz reached out to Roblox for comment, asking whether the new rule was drafted specifically because of Steal an Egg. While Roblox did not confirm that the game was the sole catalyst, it did clarify the precise criteria that trigger the policy: - The game must present a media feed to the player, which could be short‑form videos, image slideshows, or story‑like social‑media updates.
- The experience must feature at least one of the following mechanics: autoplay, a continuous replay loop, infinite scroll, or automatic scrolling. - There must be a reward component that either requires or strongly suggests that ongoing viewing of the media is necessary to obtain the reward. Roblox stressed that the rule only applies when these three elements intersect.
If a game includes a media feed but does not tie it to a reward, or if it offers rewards without any autoplay or infinite‑scroll features, it would not be subject to removal under this policy. Importantly, the new restriction does not affect traditional rewarded video advertisements.
Those ads still require a deliberate user action to start, and Roblox enforces rate limits on how many ads a player can view within a given timeframe. This distinction ensures that standard ad monetization remains viable while protecting children from more insidious reward‑driven content loops. Developers whose games are already aligned with the policy but need minor adjustments can submit their titles for re‑evaluation.
Roblox noted that all other eligibility requirements for inclusion in the Kids and Select catalogs remain unchanged, and the “Engaged Player” metric—a key factor in determining a game’s placement—will not be reset as a result of the policy update. The timing of this announcement coincides with heightened scrutiny of Roblox’s approach to child safety. Last week, the U.S. Senate Judiciary Subcommittee on Crime and Counterterrorism launched an investigation into the platform, alleging that Roblox appears to prioritize revenue generation and engagement statistics over the welfare of its younger audience.
The committee’s inquiry adds pressure on Roblox to demonstrate concrete steps toward safeguarding children. In a separate initiative aimed at promoting transparency and safety, Roblox also open‑sourced three of its artificial‑intelligence safety models through the Robust Open Online Safety Tools Model Community (ROOST). By sharing these models with the broader research community, Roblox hopes to foster collaborative improvements in AI‑driven moderation and content safety tools.
Overall, the new “reward‑driven media feed” policy reflects Roblox’s effort to balance monetization opportunities for developers with the imperative to protect children from potentially exploitative game designs. By clearly defining the prohibited combination of autoplay or infinite‑scroll media with reward incentives, the company provides developers with a concrete framework to redesign their games. At the same time, the policy signals to parents, regulators, and the broader public that Roblox is taking actionable steps to address concerns about how its platform may encourage excessive screen time and passive consumption among its youngest users.
As the review process unfolds, developers are encouraged to audit their existing titles for any features that might unintentionally fall under the new rule. Those found in violation will need to either remove the reward component, disable the autoplay/infinite‑scroll functionality, or separate the media feed from any incentive structure. By doing so, they can ensure continued access to the lucrative Roblox Kids and Select ecosystems while aligning with the platform’s renewed focus on child‑friendly design.
The broader industry will be watching closely to see how Roblox’s enforcement actions play out, especially given the ongoing Senate investigation and the growing demand for safer digital environments for children. If successful, this policy could set a precedent for other platforms that host user‑generated content and aim to protect younger audiences from manipulative reward loops.