Roblox to launch AI game creation tool 'Build' in New Zealand alpha
The social gaming giant is introducing a text-to-game feature powered by proprietary and open-source models, with public testing set for late July.
Roblox has announced the introduction of "Build," a new feature within its mobile application that enables users to generate basic games from text prompts without requiring programming expertise. Powered by a combination of open-source and proprietary artificial intelligence models, the tool aims to lower barriers to entry by automating the creation of gameplay mechanics, environments, characters, visual styles, and sound.
The feature is scheduled to enter public alpha testing on 28 July 2026, initially restricted to users aged nine and older in New Zealand who have verified their age. While younger users can access the tool, only those aged 16 and older will be permitted to publish their creations to a global audience. A free basic version and paid options will be available, though specific pricing and international rollout timelines have not yet been disclosed.
The announcement coincides with growing scrutiny regarding the impact of generative AI on the gaming sector. Industry professionals have raised concerns that reducing development barriers could lead to an influx of low-quality and repetitive content, potentially increasing competition for human creators. Recent survey data indicates that a majority of game industry professionals believe generative AI is currently having a negative impact on the industry.
To address these quality concerns, Roblox plans to rank AI-generated games based on player retention metrics, mirroring the discovery systems used for other titles on the platform. The company stated that its systems are designed to highlight games with long-term retention, ensuring that content which is not played by users will not be featured prominently on the homepage.
Beyond the immediate release of Build, Roblox is developing AI agents to assist creators with playtesting and analytics, with further rollouts expected in the coming months. The company is also working on a new scene-generation model capable of creating entire editable and playable 3D scenes from a single text prompt. This strategic shift occurs shortly after the platform disclosed plans to discontinue "Roblox Connect," its avatar-based video calling feature introduced in 2023.
