Roblox is launching a new feature called Build, allowing users to create games directly within its mobile app using AI. This tool simplifies game development by enabling users to generate gameplay mechanics, environments, and characters from text prompts. Initially available in New Zealand, it targets users aged nine and older, with global access for published games for those 16 and older.
The company emphasizes that while AI tools will lower entry barriers for game creation, the quality of games will still be prioritized in discovery systems. Games will be ranked based on user retention, ensuring that poorly received games do not dominate the platform.
Watch for user-generated content trends as Build rolls out. With AI simplifying game creation, expect a surge in mobile games. Monitor how Roblox's retention-based ranking affects visibility and quality, especially as it expands beyond New Zealand.