Roblox has rolled out a fresh policy aimed at shielding younger users from games that blend media feeds with reward systems on its Roblox Kids and Roblox Select sections. The company announced the change on its creator hub, explaining that any game that mixes a scrolling or autoplaying media feed with incentives for continued viewing will no longer be permitted in these child‑focused environments unless the developer modifies the gameplay mechanics. According to Roblox, the new guideline targets titles that combine three core elements: a media feed that presents short‑form videos, image streams, or story‑like content; a playback feature such as autoplay, infinite scroll, continuous replay loops, or automatic scrolling; and a reward structure that either explicitly requires or subtly suggests that players must keep watching the feed to earn in‑game benefits.
When a game meets all three criteria, it falls under the policy and must be adjusted or it will be taken down from Roblox Kids and Select. "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," Roblox wrote in its statement. The company also clarified that the rule does not extend to traditional rewarded video advertisements, which remain permissible as long as users actively choose to watch them and the platform enforces limits on how frequently a player can view such ads. The policy appears to be a direct response to recent controversy surrounding the pet‑collecting simulator Steal an Egg. Reports surfaced that the game had been pulled from the platform after it introduced a mechanic that placed players on a virtual treadmill, encouraging them to watch an endless stream of content while earning rewards.
This design raised concerns that children could be trapped in a loop of passive consumption, driven by the promise of in‑game items or currency. GamesIndustry.biz reached out to Roblox for comment, asking whether the new rule was drafted specifically because of the Steal an Egg situation. While Roblox did not confirm a direct causal link, the timing suggests that the incident helped highlight a broader issue with reward‑based media loops in games aimed at younger audiences. To help developers understand the scope of the rule, Roblox provided a checklist: 1.
**Media Feed Presence** – The game must display a feed of short videos, images, or story‑style posts that resembles a social‑media timeline. 2. **Autoplay or Infinite Scroll** – The feed must automatically play content, continuously loop, or scroll without user interaction.
3. **Reward Dependency** – The game must tie in‑game rewards to the act of watching or scrolling, either by making it a requirement or by implying that continued consumption will yield benefits. If a title incorporates all three components, it is deemed non‑compliant.
However, if a game only features a media feed without autoplay or does not link rewards to the viewing experience, it can remain on Roblox Kids and Select. Roblox emphasized that the policy is narrowly focused. It does not affect all reward‑based mechanics, nor does it penalize games that simply offer optional ads or optional video content that players can skip. The key factor is the combination of an infinite or autoplay feed with a reward that pushes players to keep watching.
Developers whose games are flagged will have the opportunity to revise their titles. Once the changes are made, Roblox will re‑evaluate the games for compliance. The company also reassured creators that meeting the new standard will not reset any existing qualifications, such as the Engaged Player criteria, which remain intact for games that successfully adapt.
The policy rollout coincides with heightened scrutiny of Roblox by lawmakers. Last week, the U.S. Senate Judiciary Subcommittee on Crime and Counterterrorism announced an investigation into the platform, alleging that Roblox may prioritize revenue and engagement metrics over child safety.
The subcommittee’s probe underscores growing concerns about how monetization strategies can intersect with the well‑being of young users. In a parallel move toward transparency and safety, Roblox recently open‑sourced three of its artificial‑intelligence safety models through the Robust Open Online Safety Tools Model Community (ROOST). By sharing these tools with the broader research community, Roblox hopes to foster collaborative improvements in detecting and mitigating harmful content, further reinforcing its commitment to a safer environment for its youngest players.
Overall, the new restriction reflects Roblox’s attempt to balance creative freedom for developers with the responsibility of protecting children from potentially exploitative game designs. By drawing a clear line against reward‑driven endless media loops, the platform aims to curb practices that could encourage compulsive viewing habits while still allowing safe, engaging experiences for kids.
Developers are encouraged to review their games against the outlined criteria, make necessary adjustments, and submit their titles for re‑approval, ensuring that the Roblox Kids and Select ecosystems remain both fun and secure for their intended audience.