Roblox is expanding its creative toolkit with Build, a new AI feature that lets users create basic games directly from a mobile device using text prompts. With a simple idea such as a forest adventure or a cozy exploration game, the system can generate an editable starting point in seconds.
The company says Build is powered by a mix of open-source and proprietary Roblox AI models, handling elements such as gameplay, environments, characters, visual style, and sound. The goal is to make game creation more accessible for beginners while also speeding up production for experienced creators.
Roblox is not alone in exploring this space. Major tech companies including Google, Microsoft, and Tencent have also developed AI-assisted game creation tools, reflecting a broader shift toward faster, more intuitive digital creation.
To keep the platform focused on quality, Roblox plans to rank AI-generated experiences using player retention signals. In practice, games that attract and keep users engaged will surface more prominently, while unused content will remain less visible.
The Build feature will begin public alpha testing on July 28 in New Zealand for users aged nine and older who have verified their age. Creators aged 16 and above will be able to publish their projects to a global audience. Roblox will offer both a free version and paid options.
Looking ahead, the company is also developing AI agents for playtesting and analytics, along with new tools for 3D asset generation and editable scene creation. These updates point to a future where game design becomes more immediate, collaborative, and widely accessible.
