Roblox recently unveiled "Build," an innovative new feature designed to empower users to create games directly from their mobile devices, leveraging artificial intelligence.
This "Build" functionality enables individuals to transform straightforward text prompts into foundational game structures, eliminating the need for prior programming expertise. For instance, a user inputting a phrase like, “Let’s make a cozy adventure game set in a dense forest,” will prompt the feature to generate an initial playable version of that game, which can then be further customized and shared among friends.
In an official blog post, the company elaborated that "Build is powered by a broad set of AI models, including both open-source and proprietary Roblox models, [and] handles gameplay mechanics, environment, characters, visual style, sound, and more.”
While technology giants such as Google, Microsoft, and Tencent have developed comparable tools, the emergence of AI-powered game generation has sparked apprehension among both developers and players. Critics contend that lowering the entry barrier to game development through text prompts might result in a proliferation of low-quality and monotonous games. Furthermore, this could intensify platform competition, as creators would contend not only with human developers but also with AI-generated content capable of much faster production.
These reservations are substantiated by this year’s Game Developer Conference State of the Game Industry survey, which revealed that 52% of game industry professionals perceive generative AI as having a detrimental effect on the sector.
In response to these concerns, Roblox intends to implement a ranking system for AI-generated games based on player retention, mirroring the established methodology for other games on the platform. Games that fail to engage players will consequently receive less prominent featuring.
The company further clarified, stating, “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. The goal across these new tools is to continue to accelerate creation across all experience levels.”
The "Build" feature is slated to commence public alpha testing on July 28, initially accessible to age-verified users aged nine and older in New Zealand. Users aged 16 and above will gain the ability to publish their creations to a worldwide audience. The feature will offer a free, basic version alongside various paid options.
Beyond the "Build" feature, Roblox is actively developing AI agents designed to support creators with playtesting and provide comprehensive analytics. These additional functionalities are projected for release in the coming months.
This latest feature underscores Roblox’s sustained investment in artificial intelligence, which also encompasses an AI foundation model for generating 3D game assets and an AI chatbot designed to assist developers throughout the game-building journey. Moreover, Roblox is advancing a “new scene-generation model” that can construct complete, editable, and playable 3D scenes from a singular text prompt.
Notably, this announcement closely follows Roblox’s recent disclosure of plans to discontinue “Roblox Connect,” its avatar-based video calling feature initially introduced in 2023.
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