Roblox has rolled out a fresh set of guidelines aimed at shielding younger users from games that blend media feeds with reward systems, especially in titles that appear under the Roblox Kids and Select categories. The company announced the changes on its creator hub, explaining that any game that mixes a scrolling or autoplaying media feed with incentives—whether explicit or implied—to keep watching will now be subject to strict compliance checks. According to the official statement, the new rule targets games that feature any combination of the following elements: a media feed that delivers short‑form videos, image streams, or story‑like posts; a playback mechanic such as autoplay, continuous looping, infinite scroll, or automatic scrolling; and a reward structure that either requires or suggests that players must continue viewing the content to earn in‑game benefits. When a game meets all three criteria, it falls squarely within the scope of the policy and must be altered or it will be removed from the Kids and Select sections.
"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 post read. The company emphasized that the policy does not extend to traditional rewarded video advertisements, which remain permissible as long as users actively choose to watch an ad and the platform enforces limits on how many ads a player can view within a given period. The timing of the announcement appears to be linked to recent controversy surrounding the pet‑collecting simulator Steal an Egg.
Reports surfaced that the game was taken offline after it was discovered to contain a mechanic that encouraged users to run on a virtual treadmill while a continuous stream of content played, rewarding them for sustained viewing. This design was criticized for potentially fostering compulsive watching habits among children, prompting concerns from parents and advocacy groups. GamesIndustry.biz reached out to Roblox for clarification, asking whether the new policy was a direct reaction to the Steal an Egg situation.
While Roblox did not confirm a direct causal link, it reiterated that any game that combines a media feed with an infinite‑scroll or autoplay feature and ties rewards to ongoing consumption will be flagged under the new rules. To break down the policy further, Roblox outlined three specific conditions that must be met for a game to be considered non‑compliant: 1. **Media Feed Presentation** – The game must display a feed of short‑form content, such as videos, images, or story‑like updates that resemble social‑media timelines. 2.
**Automatic Playback or Scrolling** – The game must incorporate at least one mechanic that automatically moves the content forward without user input, such as autoplay, a looping video, infinite scroll, or autoscroll. 3.
**Reward Dependency** – The game must include a reward system that either explicitly requires or strongly implies that players need to keep watching the feed to earn in‑game items, currency, or progression. Roblox clarified that the rule only activates when the reward element is directly tied to the infinite scroll or autoplay feature.
If a game offers rewards unrelated to media consumption, it would not fall under this particular restriction. Developers whose games are currently flagged will have the opportunity to modify their titles to meet the new standards. Once changes are made, Roblox will conduct a re‑review to determine whether the game can be reinstated in the Kids and Select catalogs.
Importantly, the platform noted that all other eligibility requirements for inclusion—such as meeting the Engaged Player criteria—will remain unchanged, and developers will not lose any previously earned qualifications. The policy rollout 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 protecting its younger audience. This legislative attention adds pressure on the company to demonstrate concrete steps toward safer user experiences. In a parallel move aimed at enhancing transparency and safety, Roblox also open‑sourced three of its artificial‑intelligence safety models through the Robust Open Online Safety Tools Model Community (ROOST). By sharing these models, Roblox hopes to foster collaboration with external researchers and developers to improve detection of harmful content and reinforce protective mechanisms across the platform.
Overall, the new "reward‑driven media feed" policy represents a significant shift in Roblox’s moderation strategy, targeting a specific type of game design that could encourage excessive screen time and potentially exploit the attention of younger players. While the enforcement details are still being refined, the company’s commitment to reviewing and, if necessary, removing non‑compliant titles signals a proactive stance in response to both community concerns and regulatory pressure. Developers are encouraged to audit their games for any overlapping media‑feed and reward mechanics and to adjust their designs accordingly to stay within the updated guidelines.