Roblox has introduced a new artificial intelligence powered game creation feature that enables users to design playable games directly from its mobile app using simple text prompts. Called Build, the new tool marks the company's latest effort to make game development more accessible by allowing creators to generate, refine and publish experiences without needing desktop software or programming expertise.
The feature allows users to describe a game idea in natural language, such as creating an adventure game set in a forest or a racing experience, after which AI generates a playable starting point. The generated project includes gameplay mechanics, environments, characters, visual style, sound effects and other core elements that creators can further customise before sharing with friends or publishing on the Roblox platform.
According to Roblox, Build is powered by a combination of the company's proprietary AI models and open source models. The platform said the goal is to lower the barriers to game creation by allowing anyone with a smartphone to transform ideas into interactive experiences without writing code.
The launch extends Roblox's broader AI strategy, which has seen the company introduce a series of creator tools over the past year. Earlier this year, Roblox enhanced its AI Assistant with agentic capabilities to help developers plan, build and test games more efficiently. The company has also rolled out AI models for generating 3D objects, interactive assets and procedural environments, positioning AI as a central component of its creator ecosystem.
Build is designed to work alongside Roblox Studio, the company's desktop game development platform. Projects created within the mobile app share the same backend, AI models and chat history as Studio, enabling creators to start building on a mobile device and continue refining the project on desktop with more advanced development tools.
Roblox also announced additional AI agents that are expected to roll out in the coming months. These include playtesting agents capable of evaluating gameplay, analytics agents that provide performance insights and experimentation agents designed to help creators improve player engagement, retention and monetisation. The company said these tools are intended to automate repetitive development tasks while giving creators more time to focus on creative work.
The initial public alpha of Build will begin on July 28 for verified users aged nine and above in New Zealand. Games published through the feature will be available globally to users aged 16 years and older. Roblox said the rollout will expand to additional regions over the coming months as it gathers feedback and enhances the platform. A basic version of Build will be offered free of charge, while premium capabilities for advanced creators are planned for a later stage.
The announcement comes as technology companies continue investing in AI assisted content creation tools across industries, including software development, video production and gaming. Companies such as Google, Microsoft and Tencent have also introduced AI powered tools that simplify content creation through natural language prompts, reflecting a broader industry shift toward generative AI experiences.
With more than 130 million daily active users globally, Roblox is betting that bringing AI powered game creation to smartphones will encourage a wider creator community to participate in game development. The company said its recommendation and discovery systems will continue prioritising experiences that demonstrate sustained user engagement, regardless of whether they are created using AI or traditional development methods.