Roblox introduces AI-powered game creation tool for mobile users

Roblox announced Thursday a new feature called “Build,” enabling users to design games directly from their mobile devices using artificial intelligence. The tool allows anyone to convert simple text prompts into a basic playable game without any programming experience, marking a significant shift in how games can be created on the platform.

How the Build feature works

The Build feature, as of its announcement on June 26, 2025, lets users type a description—such as “Let’s make a cozy adventure game set in a dense forest”—and the system generates an initial version of the game, including gameplay mechanics, environment, characters, visual style, and sound. Roblox stated in a blog post that the feature is “powered by a broad set of AI models, including both open-source and proprietary Roblox models.” Users can then modify and share their creations with friends.

Industry concerns and Roblox’s response

AI-powered game generation has drawn criticism from developers and players who argue that lowering barriers to game creation via text prompts could lead to an influx of low-quality and repetitive games. This concern is reflected in the 2025 Game Developer Conference State of the Game Industry survey, which found that 52% of game industry professionals believe generative AI is having a negative impact on the industry. To address this, Roblox plans to rank AI-generated games based on player retention, similar to its existing system for other games. “Our discovery systems are designed to highlight games with long-term retention, which doesn’t include AI slop,” the company said. “If no one plays it—no one can find it.”

Release timeline and availability

The Build feature will enter public alpha testing on July 28, 2025, available to users in New Zealand aged nine and older who have verified their age. Users aged 16 and up will have the opportunity to publish their creations to a global audience. A free basic version will be available, along with paid options. Beyond Build, Roblox is developing AI agents to assist creators with playtesting and analytics, with a rollout expected in the coming months.

Broader AI investments and context

The new feature underscores Roblox’s ongoing investment in AI, including an AI foundation model for generating 3D game assets and an AI chatbot for supporting developers. The company is also developing a “new scene-generation model” capable of creating entire editable and playable 3D scenes from a single text prompt. This announcement follows Roblox’s disclosure of plans to discontinue “Roblox Connect,” its avatar-based video calling feature introduced in 2023. Companies like Google, Microsoft, and Tencent have built similar AI-powered game creation tools, highlighting a broader industry trend.

Conclusion

Roblox’s Build feature represents a notable step in democratizing game development through AI, but it also raises questions about content quality and competition on the platform. By relying on player retention metrics to surface quality content, Roblox aims to balance accessibility with curation. The feature’s alpha launch in July will provide early insights into how users and the broader gaming community respond to AI-generated games.

FAQs

Q1: When will the Roblox Build feature be available?
The Build feature enters public alpha testing on July 28, 2025, initially for users in New Zealand aged nine and older with verified age.

Q2: Do I need coding experience to use the Build feature?
No, the Build feature allows users to create games by typing simple text prompts, with no programming knowledge required.

Q3: How will Roblox prevent low-quality AI-generated games?
Roblox plans to rank AI-generated games based on player retention; games that are not played will not be featured prominently in discovery systems.