Roblox has implemented new restrictions on games within its platform, specifically targeting experiences that reward players for continuous media feed consumption. This change, announced to developers, prohibits games that combine elements such as media feeds, autoplay, infinite scroll, autoscroll, and rewards for watching from being available in Roblox Kids and Select experiences.
The move follows controversy surrounding the popular game "Steal an Egg," which had garnered over 500,000 concurrent players. This game reportedly incorporated a "feed" function on in-game treadmills, where players could scroll through content similar to social media while increasing their in-game speed stat. The mechanism has been described as a blend of pay-to-win monetization, idle gaming, and social media engagement.
Following backlash, "Steal an Egg" was temporarily removed from the Roblox store before returning without its controversial feed feature. A Roblox representative stated that the policy update is part of an ongoing commitment to providing age-appropriate and safe experiences, emphasizing collaboration with the creator community to ensure clear guidance and a positive environment.
This development comes shortly after Roblox faced scrutiny from the U.S. Senate regarding allegations of child exploitation on the platform. A letter from Senators Josh Hawley and Dick Durbin highlighted past incidents of serious harm to minors facilitated through the platform. In response to these and similar investigations by various states, Roblox has introduced measures such as ID checks to combat predatory behavior.