Roblox launches AI game creation tool 'Build' for mobile users

Roblox is introducing 'Build', a new feature that enables users to generate basic games using text prompts directly within the main mobile application. Powered by a combination of Roblox’s proprietary AI models and open-source models, the tool aims to reduce barriers to entry for game development by handling gameplay mechanics, environments, characters, visual styles, and sound.

The public alpha for Build is scheduled to launch on 28 July in New Zealand, available to users aged nine and older who have verified their ages. Published games created through the tool will be playable globally by users aged 16 and above. A free base-level version of Build will be available, with additional paid options for power users to be announced at a later date.

Roblox has stated that games created with Build will be ranked by the same retention-based criteria as other experiences on the platform. The company argues that its discovery systems are designed to highlight games with long-term retention, thereby preventing low-quality content from dominating user feeds. "If no one plays it—no one can find it," the company said regarding its approach to content visibility.

This launch follows previous AI initiatives from Roblox, including a preview of an AI world model similar to Google’s Project Genie and an AI assistant chatbot for developers. The company is also developing new AI agents for both Build and Studio, including playtesting, analytics, and experimentation agents, which are expected to ship over the coming months.

Spokesperson Juliet Chaitin-Lefcourt confirmed that details regarding paid options and regional rollouts will be shared as the feature expands beyond New Zealand. Specifics regarding the timeline for international availability and the exact implementation of the new AI agents remain unspecified.