Roblox has rolled out a fresh set of guidelines aimed at shielding younger users from games that blend media feeds with reward systems on its Roblox Kids and Select catalogs. According to an announcement posted on the company’s creator hub, the policy targets any experience that mixes scrolling or autoplay video feeds with incentives that require—or suggest the need for—continuous viewing in order to earn in‑game benefits. The platform explained that it is now actively auditing titles to ensure they comply with the new standards. Any game that fails to meet the criteria will be pulled from the Kids and Select sections unless the developer modifies the offending mechanic.
This move follows rumors that the pet‑collecting simulator Steal an Egg was taken offline after it introduced a feature that urged players to watch an endless stream of content while their avatar ran on a virtual treadmill, rewarding them with virtual items for each loop. GamesIndustry.biz reached out to Roblox for comment, asking whether the policy was drafted specifically as a reaction to the Steal an Egg situation. While Roblox did not confirm a direct link, it clarified the precise conditions that trigger the rule. A game falls under the restriction if it meets all three of the following elements: 1.
It presents a media feed to the player—this could be short‑form videos, image carousels, or story‑style updates reminiscent of popular social‑media platforms. 2. It incorporates at least one of these playback mechanics: autoplay, a continuous replay loop, infinite scroll, or automatic scrolling. 3.
It ties a reward system to the consumption of that media, meaning the player must watch—or appears to have to watch—the content in order to receive a benefit such as virtual currency, items, or progression boosts. Roblox emphasized that the policy only applies when a reward component is coupled with an infinite scroll or autoplay feature that obliges, or seems to obligate, ongoing consumption of the media.
The new rule does not affect traditional rewarded video advertisements, which remain permissible as long as users actively choose to watch the ad and the platform enforces limits on how many ads a single user can view within a given timeframe. Developers whose games are flagged will have the opportunity to adjust their designs and submit the revised version for re‑evaluation.
Roblox noted that meeting the new guidelines will not reset any other qualifications required for inclusion in the Kids or Select collections, and the "Engaged Player" metric will stay intact. The timing of this policy shift coincides with 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 prioritize revenue generation and engagement statistics over protecting its younger audience. The committee’s inquiry adds pressure on the company to demonstrate concrete steps toward safeguarding children while still fostering a vibrant creator ecosystem.
In a related development, Roblox has also taken strides in the artificial‑intelligence safety arena. 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 publicly, Roblox aims to promote transparency and collaborative improvement of AI safeguards across the broader tech community.
Overall, the new policy reflects Roblox’s attempt to balance two competing priorities: preserving an engaging, monetizable environment for developers and ensuring that the platform does not exploit the attention of its youngest users. By drawing a clear line against reward‑driven infinite media feeds, Roblox hopes to mitigate the risk of children being encouraged to consume endless streams of content solely for the sake of in‑game gains. The company’s ongoing review process, combined with external regulatory pressure and its commitment to AI safety, suggests a broader strategic effort to reinforce trust among parents, regulators, and the creator community.
Developers planning future titles for Roblox Kids or Select should carefully audit any feature that blends autoplay or endless scrolling with reward mechanics. Simple adjustments—such as requiring a deliberate user action to claim a reward, limiting the length of media loops, or removing automatic playback—can bring a game back into compliance.
As the platform continues to evolve, staying informed about policy updates and maintaining transparent communication with Roblox’s moderation team will be essential for creators who wish to reach the lucrative younger demographic without running afoul of the new restrictions.