Roblox has rolled out a fresh policy aimed at shielding younger users from games that incorporate what the company calls "reward‑driven media feeds" within its Roblox Kids and Select offerings. The move is intended to block children from encountering game mechanics that blend endless scrolling or autoplay video feeds with incentives that push them to keep watching for in‑game benefits. In a detailed announcement posted on its Creator Hub, Roblox explained that the rule targets any experience that mixes media feeds—such as short‑form video clips, image carousels, or story‑style updates—with features like autoplay, infinite scroll, continuous replay loops, or auto‑scrolling, and then ties those features to a reward system.
In other words, if a game shows a feed of content that keeps moving automatically and then offers virtual currency, items, or other perks only when the player continues to watch, it falls under the new restriction. "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 statement read.
Roblox added that developers will have an opportunity to modify their titles to meet the guidelines, after which the games will be re‑examined for approval. The policy appears to be a direct response to recent controversy surrounding the pet‑collecting simulator Steal an Egg. According to reports, Steal an Egg was taken offline after it was discovered that the game encouraged users to stay on a virtual treadmill while a continuous stream of content played, rewarding them with in‑game items for their endurance.
The mechanic effectively turned passive media consumption into a gamified loop that could keep children hooked for extended periods. GamesIndustry.biz reached out to Roblox for clarification on 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 platform is reacting to growing concerns about how certain game designs may exploit the attention of younger audiences. Roblox outlined three core criteria that define a "reward‑driven media feed" under the new policy: 1. **Media Feed Presentation** – The game must display a feed of short‑form videos, images, or story‑like updates that resembles social‑media content. 2.
**Automatic or Endless Playback Mechanics** – The experience must incorporate at least one of the following: autoplay, a continuous replay loop, infinite scroll, or autoscroll that pushes the feed forward without user interaction. 3.
**Reward Tie‑In** – There must be a reward system that either explicitly requires or strongly implies that the player must keep watching the feed to earn the incentive. Roblox emphasized that the rule only applies when these three elements intersect.
If a game includes a media feed but does not attach any reward to continuous viewing, or if it offers rewards without an infinite‑scroll or autoplay component, it would not be subject to the restriction. The company also clarified that traditional rewarded video ads are exempt, as those ads must be actively initiated by the user and are subject to strict rate limits that prevent excessive exposure. Developers whose games are found to be non‑compliant will be asked to adjust their mechanics. Once changes are made, Roblox will conduct a re‑review.
The platform reassured creators that all other qualification criteria for inclusion in Roblox Kids and Select remain unchanged, and that the "Engaged Player" metric will not be reset as a result of the policy shift. The policy rollout comes amid heightened 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 statistics over the well‑being of its younger users.
Lawmakers have expressed concern that certain monetization tactics—particularly those that encourage prolonged screen time—could be detrimental to children. In parallel with the policy change, Roblox also announced the open‑source release of three of its AI safety models through the Robust Open Online Safety Tools Model Community (ROOST).
By sharing these models publicly, Roblox aims to foster broader collaboration on safeguarding users, especially minors, from harmful content and manipulative algorithmic practices. Overall, the new restriction signals Roblox's attempt to balance creative freedom for developers with a responsibility to protect its youngest audience. By drawing a clear line against game designs that blend endless media consumption with reward incentives, the platform hopes to curb potentially exploitative practices while still allowing engaging, age‑appropriate experiences to thrive within its Kids and Select ecosystems.