Roblox has introduced a policy that bars games built around "reward-driven media feeds" from Roblox Kids and Select, the platform's curated catalogues for younger players. The company set out the rule in a post on its creator hub, and said it is already reviewing games against it.
The policy applies only when a game combines three things. It has to display a media feed — short-form videos, image feeds or social-media-style stories. That feed has to feature or mimic autoplay, a continuous replay loop, infinite scroll or autoscroll. And it has to include reward mechanics that require, or imply the requirement of, ongoing viewing of that content. A game that misses any one of the three is unaffected.
"We are actively reviewing games for compliance with the new policy," Roblox wrote. "Games that do not follow this policy will be removed from Kids and Select unless the game mechanic is redesigned." In its own framing of the change, the company said that "rewarding users to consume a continuous feed of content without natural stopping points is not appropriate for younger users."
What the rule does not cover
Roblox clarified that the policy "only applies if it features a reward component alongside an infinite scroll or autoplay feature that requires or implies an ongoing consumption of the content to receive the reward." An endless-scroll mechanic with no reward attached is still permitted, according to an FAQ published alongside the policy.
Rewarded Video Ads are also exempt. Roblox said a user "must actively initiate the ad," and that the platform "applies rate limits to how many a user can watch." Developers who strip the offending mechanic can have their game re-reviewed for inclusion: Roblox said "all other qualifications necessary to be included remain and the Engaged Player criteria will not reset."
The Steal an Egg backdrop
The written rule follows the removal of Steal an Egg, the pet-collecting simulator taken offline days earlier over the mechanic that now defines the policy: time on a virtual treadmill, scrolling short-form video, raised a player's speed so they could outrun faster creatures and take their eggs. GamesIndustry.biz said it had contacted Roblox to ask whether the policy was written specifically in response to that game.
Dexerto reported that creators and players had been calling for action against feed-and-reward games as more of them appeared in recent weeks. The change lands during a broader run of child-safety measures on the platform, including age verification, age-based chat restrictions, AI rephrasers that block profanity, and a block on adults messaging children — and after the US Senate Judiciary Subcommittee on Crime and Counterterrorism opened an investigation into Roblox, claiming the platform "appears to prioritise revenue and engagement metrics" over child safety.