Roblox Brings AI Game Creation to Mobile With New Build Feature

Roblox has introduced a new AI-powered feature called Build that allows users to create games directly from its mobile app using simple text prompts. Designed for people with little or no programming experience, the feature automatically generates a playable game that users can edit, customise and share with friends.

For example, entering a prompt such as “Let’s make a cosy adventure game set in a dense forest” will generate an initial version of the experience. Roblox said Build is powered by a combination of proprietary and open-source AI models capable of creating gameplay mechanics, environments, characters, visual styles, sound effects and other core game elements.

The launch places Roblox alongside companies such as Google, Microsoft and Tencent, which have also introduced AI-powered game creation tools. However, the growing use of generative AI in game development has sparked debate across the industry. Critics argue that lowering the barrier to creating games via text prompts could lead to more repetitive, low-quality content and increase competition for independent developers.

Industry concerns have also been highlighted by this year’s Game Developers Conference State of the Game Industry survey, which found that 52% of respondents believe generative AI is hurting the gaming industry.

Roblox said its existing discovery system will continue to rank AI-generated games using the same player retention signals applied to all experiences on the platform. Games that fail to attract and retain players will not receive prominent placement, with the company saying its recommendation system is designed to reward quality rather than automatically promote AI-generated content.

The Build feature will enter public alpha testing on July 28 and will initially be available to verified users aged nine and older in New Zealand. Users aged 16 and above will be able to publish their creations globally. Roblox also plans to offer both a free version of the tool and paid options with additional capabilities.

Beyond Build, Roblox is continuing to expand its AI strategy with tools that will help creators test games, analyse performance and accelerate development. The company is also developing AI models that generate editable 3D assets and complete playable scenes from text prompts, as well as an AI chatbot that assists developers throughout the game creation process. The announcement follows Roblox’s recent decision to discontinue Roblox Connect, its avatar-based video calling feature introduced in 2023.