Roblox has rolled out a fresh set of guidelines aimed at shielding younger users from games that blend media feeds with reward systems, particularly within its Roblox Kids and Select categories. The company announced the changes on its creator hub, emphasizing that any game that mixes elements such as autoplay, infinite scrolling, or auto‑scrolling with incentives tied to continuous viewing will now be subject to strict scrutiny. According to the official statement, the new rule targets titles that present short‑form video clips, image streams, or story‑like feeds reminiscent of popular social media platforms, and then attach a reward mechanic that either requires or strongly suggests that players keep watching to earn in‑game benefits.
The policy reads: “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 move follows a high‑profile case involving the pet‑collecting simulator Steal an Egg, which was reportedly taken offline after investigators discovered that it encouraged users to run on a virtual treadmill while a never‑ending media feed played, rewarding them with virtual items for each loop completed.
While Roblox has not confirmed that the policy was drafted solely in response to that incident, the timing suggests a direct connection. GamesIndustry.biz reached out to Roblox for clarification, and the platform provided a detailed breakdown of what constitutes a violation.
A game falls under the new restriction if it meets all three of the following criteria: 1. It displays a media feed to players—this could be short videos, image carousels, or story‑style updates that mimic the look and feel of platforms like TikTok or Instagram.
2. It incorporates at least one of these mechanics: autoplay, a continuous replay loop, infinite scroll, or auto‑scroll. 3. It includes a reward system that either explicitly requires or implicitly encourages ongoing consumption of the media feed in order to earn those rewards.
Roblox stressed that the rule only applies when a reward component is paired with an infinite‑scroll or autoplay feature that pushes users to keep watching. Traditional rewarded video ads are exempt, provided the user actively chooses to view the ad and the platform enforces limits on how many ads can be watched in a given period. Developers whose games are found to be non‑compliant will be asked to modify the offending mechanics.
Once the changes are made, the titles will undergo a re‑review process. Roblox also noted that all other qualifications for inclusion in the Kids and Select catalogs remain unchanged, and the "Engaged Player" criteria will not be reset for games that successfully adapt to the new standards.
The policy update arrives amid broader 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 metrics over the well‑being of its younger audience. The Senate’s concerns echo those of parents and advocacy groups who have long warned about the potential for addictive loops and excessive data collection in games aimed at children.
In a related development, Roblox has 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), a move intended to foster collaboration with external researchers and bolster the platform’s defenses against harmful content. Overall, the new policy reflects Roblox’s attempt to balance creative freedom for developers with the responsibility of protecting minors from manipulative design patterns. By targeting the combination of endless media consumption and reward incentives, Roblox hopes to curb the emergence of game mechanics that could encourage compulsive viewing habits in children.
Developers are encouraged to review their existing titles, remove or redesign any offending features, and submit their games for re‑evaluation to ensure continued placement in the curated Kids and Select sections. The broader industry will be watching closely to see how effectively Roblox enforces these guidelines and whether similar measures will be adopted by other platforms that host user‑generated content for younger audiences.
As the investigation by the Senate committee proceeds, Roblox may face additional regulatory pressure to demonstrate concrete safeguards for child users, making compliance with the new policy not just a matter of platform policy but potentially a legal requirement in the near future.