Roblox has launched Build, an AI-powered game-creation feature that lets users create playable games directly in its mobile app with simple text prompts. The company’s generative AI strategy is now expanding to include not just professional game developers.
Announced on July 16, the new mobile-first creation tab enables users to describe a game idea in natural language, such as “a cosy adventure game set in a dense forest with environmental obstacles”.
It automatically generates a playable starting point complete with gameplay mechanics, environments, characters, visual style and sound. Creators can then refine, test and publish their games without using Roblox Studio or writing code.
The feature, called Build, is powered by Roblox’s proprietary AI models alongside open-source models. The company said the tool is designed to lower the barriers to game development by enabling rapid prototyping and making creation accessible to a wider audience, particularly mobile users.
Build will enter a public alpha on July 28, initially for verified users aged nine and above in New Zealand. Games published through the feature will be playable globally by users aged 16 and older. Roblox said a basic version of the tool will be available free of charge, with premium options planned for advanced creators.
The launch builds on Roblox’s broader AI roadmap. Over the past year, the company has introduced Cube, an open-source AI model for generating 3D objects, followed by 4D creation tools that produce interactive game assets. Earlier this year, Roblox also added agentic AI capabilities to assist developers with planning, building and testing games.
While AI-generated games could increase the volume of content on the platform, Roblox said its existing discovery system will continue to prioritise experiences with strong long-term player engagement rather than automatically promoting AI-created titles.
The company is also developing additional AI agents for playtesting, analytics and monetisation optimisation, which will be integrated into both Build and Roblox Studio in the coming months.
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