Build Without Limits on Roblox

Twenty years ago, Roblox launched with a simple idea: “You make the game.” At the time, that was a radical proposition—most games were made by studios and professionals, and the idea that anyone could be a creator was far from obvious. But we believed it. And the millions of creators who built on Roblox proved it. As we look to a future where any one of Roblox’s 132 million daily active users could come up with the next hit game, we’re taking that original idea further than we ever have. Over the coming months, we’ll share a series of announcements that will give every creator a clear runway to go further and fulfill the promise of “You make the game” for more people than ever before.

Today, we’re announcing Build, a new mobile-first creation tab within the Roblox app, and a new suite of AI-powered tools within Studio for creators of every level. On July 28, we’ll begin testing these new agentic tools. With Build and Studio, creators can delegate the parts of development that don’t require their full attention.

Roblox has always provided creators with powerful tools to publish globally in seconds, a platform that drives discovery and rapid viral growth, easy iteration and scaling with no up-front costs, robust safety systems to protect players, and incredibly rich worlds supported by our game engine. The creators who've built real audiences on this platform have done it by making things people actually want to play, and we've always surfaced the most played, highest engaged experiences on Roblox. 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.

Introducing Build: A New Way to Create on Roblox

Build brings mobile-first AI creation to Roblox, allowing anyone to turn text prompts into a basic game directly within the Roblox mobile app. A creator can type “Let’s make a cozy adventure game set in a dense forest with environmental obstacles.” Build will then automatically generate a starting point for the creator to iterate on, playtest, and share with friends or publish to Roblox.

Build extends Roblox Studio, which creators have been successfully using for years, into the Roblox app. With a shared back end, models, and chat history, creators can start work in Build and enhance their creation with the broader capabilities of Studio, or launch agents from Studio and check in on progress from their mobile device.

Powered by a broad set of AI models, including both open-source and proprietary Roblox models, Build handles gameplay mechanics, environment, characters, visual style, sound, and more—without leaving Roblox. Because these models are trained on a uniquely large set of 3D models and gaming-specific data, Roblox’s proprietary AI models are able to generate functional 3D objects and even full 3D scenes that can easily integrate into working games using our existing creation tools. 

Build allows rapid exploration and refinement of ideas. This makes it a powerful tool for iterating on design, sharing with friends, and getting feedback. Upcoming releases will unlock flexibility for new and established creators to improve their games from our mobile app.

Select Build features, including the ability to publish games, will be available in public alpha to users in New Zealand beginning July 28. We will deploy Build out to creators and more regions over the coming months as we iterate on core functionality and expand its capabilities. During alpha testing, Build will be available to age-checked users 9 and older.* Published games that pass our robust safety checks will be globally available for age-checked users 16 and older. Before being added to the Roblox Kids or Select catalogs, Build-created games will undergo the extended review process all Roblox games follow. They will also join the same candidate pool and be ranked by the same retention-based discovery system as all other Roblox games. A base-level version of Build will be available at no cost to creators, with additional paid options for power users. 

The Road Ahead for Build and Studio  

We’re also shipping a new suite of tools for professional creators over the coming months. Available across Build and Studio, these tools will include:

• A playtesting agent that surfaces bugs before a single player experiences the game
• An analytics agent that lets creators ask anything about a game in plain language and get insights without needing to hunt through dashboards
• An experiment agent that identifies tests to run to drive higher engagement, retention, and monetization

Our recently launched Procedural Models generate parametric 3D assets from a text prompt or image. Creators can set parameters to reshape and refine, with no manual modeling or regeneration required. And Cube, Roblox’s 3D foundation model, turns a prompt into game-ready objects, from simple props to vehicles that drive and weapons that shoot. Coming soon, a new scene-generation model will build entire editable and playable 3D scenes from a single prompt. We’ll share more about these capabilities as they become available in the coming months.

Together, these updates bring Roblox closer than ever to our vision where “You make the game.” Let’s build.