Roblox has rolled out a fresh set of guidelines aimed at shielding younger users from games that incorporate what the company calls "reward‑driven media feeds" within the Roblox Kids and Roblox Select environments. The move is part of a broader effort to tighten content standards for titles that blend social‑media‑style feeds with mechanisms that push continuous viewing in return for in‑game benefits. In an announcement posted on the Roblox Creator Hub, the platform explained that the new rule targets any experience that merges a media feed—such as short‑form video clips, image carousels, or story‑like updates—with autoplay, infinite scroll, autoscroll, or any other form of uninterrupted playback, and then ties those viewing mechanics to a reward system.
In other words, if a game encourages a child to keep watching content in order to earn virtual items, currency, or other perks, it will fall under the policy’s scope. "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 Roblox statement read. The company added that developers whose titles are found in violation will be given the opportunity to modify the offending features and submit the revised version for re‑evaluation. The policy change appears to have been prompted by the recent shutdown of a pet‑collecting simulator called Steal an Egg. According to multiple reports, the game included a mechanic where players could place their avatar on a virtual treadmill and watch an endless stream of media content.
As the treadmill kept running, the player accumulated rewards, effectively incentivising prolonged, passive consumption of video or image feeds. The game was taken offline after Roblox determined that this design violated the new standards. GamesIndustry.biz reached out to Roblox for clarification on whether the policy was drafted specifically in response to the Steal an Egg incident.
While Roblox did not confirm a direct causal link, the timing suggests that the incident served as a catalyst for formalising the rule. Roblox outlined three concrete criteria that define a "reward‑driven media feed" game: 1. **Presence of a media feed** – The experience must present short‑form videos, image streams, or story‑like content that resembles a social‑media timeline. 2.
**Use of continuous playback mechanics** – The game must feature at least one of the following: autoplay, a looping replay, infinite scroll, or autoscroll that pushes the feed forward without user interaction. 3. **Reward integration** – There must be a reward system that either explicitly requires or strongly implies that the player must keep watching the feed to earn the benefit.
Roblox emphasized that the rule only kicks in when these three elements are combined. If a game simply includes a media feed without any reward tie‑in, or if it offers rewards but does not force continuous viewing, it remains permissible under the existing guidelines. Importantly, the new policy does not affect traditional rewarded video advertisements. Those ads still require an active user click to start, and Roblox imposes strict rate limits on how many ads a player can view within a given timeframe.
This distinction ensures that the platform’s advertising ecosystem remains intact while protecting children from more subtle, potentially manipulative reward loops. Developers whose games are adjusted to meet the new requirements will be subject to a re‑review process. Roblox assured creators that all other eligibility criteria for inclusion in the Kids and Select catalogs—such as the Engaged Player metrics—will stay unchanged, and that any previously earned qualifications will not be reset.
The policy update 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, alleging that Roblox appears to prioritise revenue generation and engagement statistics over the welfare of its younger audience. The committee’s concerns have added pressure on the company to demonstrate concrete steps toward a safer environment for children. In a parallel development, Roblox has also taken strides in the realm of artificial intelligence safety. The company recently open‑sourced three of its AI safety models through the Robust Open Online Safety Tools Model Community (ROOST).
By sharing these models, Roblox hopes to foster greater transparency and collaboration on AI‑related safety challenges, signaling a broader commitment to responsible technology stewardship. Overall, the introduction of the reward‑driven media feed policy marks a significant shift in how Roblox curates its child‑focused catalogs. By drawing a clear line against game designs that blend endless media consumption with in‑game incentives, the platform aims to reduce the risk of addictive behaviours and protect young players from subtle monetisation tactics.
As the review process unfolds, developers will need to audit their titles for compliance, potentially redesigning reward structures or removing autoplay elements to stay within the new framework. The outcome of the Senate investigation and the community’s response to the AI safety initiatives will likely shape Roblox’s future strategies for balancing engagement, revenue, and the paramount goal of safeguarding its youngest users.