Roblox has rolled out a fresh policy aimed at shielding younger players from games that blend media feeds with reward systems, particularly in titles listed under the Roblox Kids and Roblox Select categories. The company announced the change on its Creator Hub, explaining that any game that mixes a scrolling or autoplay media feed with incentives—whether explicit or implied—for continued viewing will no longer be permitted in these child‑focused sections.
According to the official statement, the policy targets three core elements when they appear together: a media feed that delivers short‑form videos, image carousels, or story‑like updates; a playback mechanic such as autoplay, infinite scroll, autoscroll, or a continuous replay loop; and a reward structure that either requires or suggests that players must keep watching the content to earn in‑game benefits. When all three components are present, the game is classified as violating the new rule. "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.
This indicates that developers will have an opportunity to modify their titles to remove the offending combination of features, after which the games can be resubmitted for approval. 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 taken offline after it introduced a mechanic where players would run on a virtual treadmill while a continuous stream of videos played, and they would receive rewards only if they kept watching. Critics argued that this design encouraged children to passively consume endless media in exchange for virtual items, a practice many consider exploitative. GamesIndustry.biz reached out to Roblox for clarification on whether the new rule was drafted specifically because of Steal an Egg.
While Roblox did not confirm a direct causal link, the timing suggests the platform is reacting to growing scrutiny over how reward‑based mechanics can be used to drive prolonged engagement among minors. To make the policy concrete, Roblox outlined three criteria that, when combined, trigger the restriction: 1. **Media Feed Presentation** – The game shows a feed of short videos, images, or story‑style content that resembles popular social‑media formats.
2. **Automatic Playback or Scrolling** – The experience includes at least one of the following: autoplay of media, a loop that repeats without user input, infinite scroll that continuously loads new items, or autoscroll that moves the feed automatically. 3.
**Reward Dependency** – The game offers in‑game rewards that require, or strongly imply, that the player must keep watching the media feed to obtain them. Roblox emphasized that the rule only applies when the reward component is tied to an infinite scroll or autoplay feature. Stand‑alone reward video ads, for example, are exempt because they require an active click to start and are subject to strict rate‑limiting that caps how many ads a user can view in a given period.
Developers whose games are flagged will be given the chance to adjust their designs to comply with the new standards. Once the changes are made, the titles will undergo a re‑review process. Roblox also noted that all other eligibility requirements for inclusion in the Kids and Select collections remain unchanged, and that the "Engaged Player" metric—used to gauge a game's popularity—will not be reset as a result of the policy shift. The announcement arrives amid broader regulatory pressure on the platform.
Last week, the U.S. Senate Judiciary Subcommittee on Crime and Counterterrorism launched an investigation into Roblox, accusing the company of prioritising revenue and engagement metrics over the safety of its youngest users. Lawmakers have expressed concern that the platform's monetisation strategies, including in‑game purchases and ad‑based revenue, may inadvertently expose children to predatory design practices.
In a related move, Roblox has also 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 repository intended to foster collaboration on responsible AI development.
While not directly linked to the media‑feed policy, this initiative signals Roblox's broader effort to address safety concerns across multiple fronts. Overall, the new restriction represents a significant tightening of Roblox's content guidelines for child‑oriented sections.
By prohibiting the combination of endless media feeds and reward incentives, the platform aims to reduce the likelihood that young players will be lured into passive, potentially addictive viewing experiences in exchange for virtual goods. Developers will need to re‑evaluate any mechanics that tie rewards to continuous content consumption, ensuring that gameplay remains engaging without relying on manipulative loops. The policy's enforcement will be closely watched by both the gaming community and regulators, as it could set a precedent for how other interactive platforms manage reward‑based engagement among minors.