Roblox Corporation has unveiled Build, a new artificial intelligence-powered, mobile-first feature that enables users to create fully playable games from simple text prompts directly within the Roblox app, marking a significant step in the democratisation of game development.
According to the company, Build uses AI models to generate gameplay mechanics, environments, characters, visual styles and sound based on a user’s written description. The feature is integrated with Roblox Studio, the company’s existing game development platform, allowing creators to move seamlessly between the two using a shared back end, AI models and chat history.
The announcement forms part of Roblox’s broader strategy to simplify game creation while providing professional developers with more advanced AI-assisted tools.
Alongside Build, Roblox is testing a suite of agentic AI tools that will operate across both Build and Roblox Studio. The tools, expected to be introduced over the coming months, include a playtesting agent capable of identifying bugs before games are released publicly, an analytics agent that answers plain-language questions about game performance, and an experiment agent that recommends tests designed to improve player engagement, retention and monetisation.
”Our new agentic tools help remove the friction for professional creators while Build opens the door to creation for everyone on Roblox and the opportunity to reach millions of users with their games,” said Vlad Loktev, Chief Creator Ecosystem Officer at Roblox.
The company said a public alpha version of Build will launch on 28 July in New Zealand before expanding to additional markets in the months ahead.
During the testing phase, Build will be available to age-verified users aged nine and above. However, games published through the platform that successfully pass Roblox’s safety review will initially be accessible only to age-verified users aged 16 and above worldwide.
Roblox said the basic version of Build will be available free of charge, while premium features will be offered through paid options.
The launch follows the recent introduction of Procedural Models, another AI-powered tool that enables creators to generate 3D assets from text or image prompts.
Looking ahead, Roblox plans to release a scene-generation model capable of producing fully editable 3D environments from a single prompt, further expanding its AI-driven content creation ecosystem.
The latest announcements underscore Roblox’s growing investment in generative and agentic AI technologies as it seeks to lower the barriers to game development and broaden participation across its global creator community.
