Roblox has rolled out a fresh set of regulations designed to keep children from encountering "reward‑driven media feeds" in titles that appear in the Roblox Kids and Roblox Select collections. The company announced the change on its creator hub, explaining that the rule targets any game that blends media‑feed presentations—such as short‑form videos, image streams, or story‑like updates—with autoplay, infinite‑scroll, autoscroll, or other continuously looping playback mechanisms, and then ties those experiences to in‑game rewards or the suggestion that rewards are contingent on ongoing viewing. According to Roblox, the new policy will be enforced through an active review process. Developers whose games do not meet the criteria will see their titles removed from the Kids and Select storefronts unless they redesign the offending mechanic.
The company emphasized that the removal is not permanent; developers can modify the gameplay to comply and then submit the game for a second review. All other eligibility requirements for inclusion in the Kids or Select categories remain unchanged, and any progress a game has made toward the Engaged Player benchmark will not be reset. The policy appears to be a direct response to recent controversy surrounding the pet‑collecting simulator Steal an Egg.
That game was reportedly taken offline after it introduced a feature that encouraged users to run on a virtual treadmill while a continuous stream of content played, promising in‑game rewards for watching the endless feed. The situation attracted media attention, prompting GamesIndustry.biz to ask Roblox whether the new rule was drafted specifically because of Steal an Egg.
While Roblox did not confirm a direct causal link, it clarified that any game that meets the following three conditions falls under the new restriction: 1. The title presents a media feed to the player—this could be a carousel of short videos, a scrolling image gallery, or a feed that mimics popular social‑media formats. 2.
The feed incorporates at least one of these playback features: autoplay, a loop that repeats without user input, infinite scroll, or an automatic scroll that moves content without the player’s direct action. 3.
The game attaches a reward system that either explicitly requires or strongly implies that the player must keep watching the feed to earn the reward. Roblox stressed that the rule only applies when a reward component is paired with an infinite‑scroll or autoplay element that pressures the player to consume the content continuously. Traditional rewarded video ads are exempt because they still require an active user click to start, and Roblox enforces strict rate limits on how many ads a single user can view in a given period. In practice, this means developers must decouple any incentive structures from endlessly scrolling or automatically playing media.
For example, a game that shows a feed of user‑generated clips and then offers a badge for watching a certain number of clips would need to either remove the autoplay feature or replace the badge with a reward that does not depend on continuous viewing. Similarly, a title that uses an infinite‑scroll news ticker to showcase promotional content must ensure that any associated reward can be earned without obligating the player to keep scrolling indefinitely. The rollout of the policy coincides with 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 protection of its younger users.
The Senate’s interest adds pressure on Roblox to demonstrate concrete steps toward safeguarding children from potentially exploitative design patterns. In a related move toward transparency and safety, Roblox has also open‑sourced three of its artificial‑intelligence safety models through the Robust Open Online Safety Tools Model Community (ROOST).
By sharing these models publicly, the company hopes to invite external review and collaboration, reinforcing its commitment to a safer environment for creators and players alike. Developers who wish to keep their games within the Kids or Select categories should carefully audit their titles for any combination of media feeds, autoplay or infinite‑scroll mechanics, and reward triggers. If such a combination exists, they will need to redesign the experience—perhaps by making the media optional, requiring a manual start, or separating rewards from the viewing requirement. Once adjustments are made, the game can be resubmitted for compliance verification.
Roblox’s enforcement strategy includes a systematic review of existing titles, followed by ongoing monitoring to ensure that new submissions also adhere to the guidelines. Games that are found non‑compliant after launch will be subject to removal from the Kids and Select sections until the issue is resolved. This proactive stance signals Roblox’s intent to align its platform with evolving expectations for child‑focused digital experiences, balancing engaging gameplay with responsible design.
Overall, the new rule aims to eliminate a subtle form of monetization that leverages endless media consumption to drive in‑game rewards—a practice that can be particularly persuasive for younger audiences. By drawing a clear line between optional entertainment and reward‑linked content loops, Roblox hopes to create a safer, more transparent environment while still allowing developers the creative freedom to build compelling, age‑appropriate experiences.