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Roblox launches an AI-powered game creation feature in its mobile app

Roblox has introduced an AI-driven feature called 'Build' for mobile users, enabling them to create games via simple text prompts without programming skills. This innovation aims to democratize game development but raises concerns about quality and competition with AI-generated content. The feature enters public alpha testing on July 28 for eligible users, with further AI capabilities to be added soon.

Key points

  • Roblox launches 'Build' feature for mobile game design using AI.
  • Users can create games by entering text prompts (e.g., 'cozy adventure game in a dense forest').
  • The feature handles various game elements (gameplay, environments, characters).
  • Concerns arise over low-quality AI-generated games and increased competition.
  • 52% of game professionals view AI negatively impacting the industry.
  • Roblox plans to rank AI-generated games based on player retention.
  • The feature enters alpha testing on July 28 for older users in New Zealand.
  • Roblox to develop AI agents for playtesting and analytics.

Why it matters

  • The announcement aligns with 2025 IT Trends emphasizing AI's integration into creative industries.
  • Previous similar tools introduced by companies like Google, Microsoft, and Tencent show a broader trend of AI in game development.
  • Concerns about quality and market saturation echo past debates over user-generated content in digital platforms.

Roblox's 'Build' feature exemplifies the dual-edged nature of AI in creative fields, offering accessibility while sparking debates about quality, competition, and the future of game development.