Roblox unveiled Build, a new AI-powered feature that allows users to create basic games directly from text prompts within the Roblox mobile app [1, 2, 3, 4, 5, 6]. The Build tool uses a combination of Roblox's proprietary AI models and open-source models to generate gameplay mechanics, characters, environments, visual styles, sound, and more [1, 2, 3, 6].
Build aims to lower the technical barrier for novice creators by letting users without programming experience design games through simple text commands. Roblox stated, "A creator can type 'Let’s make a cozy adventure game set in a dense forest,' Build will then automatically generate a starting point for the creator to iterate on, playtest, and share with friends or publish to Roblox" [2].
The public alpha test for Build began on July 28, 2026, in New Zealand and the Philippines, with users aged 9 and older granted access through age verification [1, 2, 3, 4, 5, 6]. Published games will be playable worldwide by users aged 16 and up [1, 2, 4, 5, 6]. Roblox plans to expand the alpha to more regions in the coming months and introduce additional AI agents focused on playtesting, analytics, and player retention optimization [1, 2, 6].
Roblox’s AI-generated game discovery system ranks games based on player retention. The company emphasized that low-quality AI-generated games that see little playtime will not be prominently featured. Spokesperson Juliet Chaitin-Lefcourt said, "Our discovery systems are designed to highlight games with long-term retention, which doesn’t include AI slop. The quality of games on the homepage isn’t changing: If no one plays it—no one can find it" [1].
Build is free at a base level, with paid premium options planned for more advanced users, though details about pricing remain undisclosed [1, 2, 4, 6]. The tool fully integrates with Roblox’s ecosystem, creating 3D objects and scenes trained on the platform’s vast dataset [3, 6].
Roblox reported having over 70 million daily active users, with more than 50% under age 13, making it a major platform for youth game creation [6]. Last year, Roblox paid creators over $500 million, reflecting the economic scale of its user-generated content ecosystem [6].
The introduction of Build comes amid industry concerns about generative AI flooding platforms with low-quality content. A 2026 Game Developer Conference survey showed 52% of industry professionals believe generative AI negatively impacts the game industry [2, 6].
Roblox CEO David Baszucki described play as "humanity’s oldest technology for connection and learning," emphasizing the tool's significance for new creators emerging from its player community who drive innovation in gaming [3, 6].
