How does Roblox's new Build feature work?

Build enables game creation via text descriptions. Users input requests about genre or setting, and AI generates a basic game version that can be edited and published.

What risks does AI-generated game creation pose to developers?

Experts warn that simplified game creation may lead to an influx of low-quality, repetitive content, increasing competition and making it harder for manually crafted projects to stand out.

When and for whom will the Build feature be available?

Public alpha testing begins on July 28 for users in New Zealand aged nine and older. Game publishing will require users to be at least 16 years old.

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Artificial intelligence

Roblox Unveils AI-Powered Game Creation Tool for Mobile Devices

July 16, 2026

Photo: TechCrunch

Quick answer

Roblox integrated the Build feature to simplify game creation through AI-powered text prompts, reducing technical barriers for non-developers.

Roblox has announced the launch of its Build feature, an AI-powered tool that enables users to create games on mobile devices without coding expertise. By simply describing their game in text format, users can generate a basic version that is ready for further customization. For example, a prompt like 'create a cooperative fantasy forest game' will automatically produce a playable prototype.

The Build feature combines proprietary and third-party AI models to automatically design game mechanics, environments, characters, visual styles, and audio. While companies like Google, Microsoft, and Tencent have introduced similar solutions, these tools have faced criticism from developers. According to a Game Developers Conference survey, 52% of industry professionals believe generative AI negatively impacts content quality and intensifies competition.

To combat low-quality games, Roblox plans to implement a ranking system based on player retention. Games that fail to engage audiences will not be promoted in recommendations. The company is also developing additional AI tools, including agents for game testing and analytics, as well as a model for generating 3D scenes from text descriptions. Public testing of Build will commence on July 28 for users in New Zealand aged nine and older.

Common questions

How does Roblox's new Build feature work?: Build enables game creation via text descriptions. Users input requests about genre or setting, and AI generates a basic game version that can be edited and published.
What risks does AI-generated game creation pose to developers?: Experts warn that simplified game creation may lead to an influx of low-quality, repetitive content, increasing competition and making it harder for manually crafted projects to stand out.
When and for whom will the Build feature be available?: Public alpha testing begins on July 28 for users in New Zealand aged nine and older. Game publishing will require users to be at least 16 years old.

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