Roblox tightened its rules after a viral game brought one of the internet's most unhealthy habits — endless scrolling — into a platform used heavily by children.
After Steal an Egg surged in popularity, Roblox decided that Kids and Select experiences can no longer use certain reward-linked media feed mechanics, taking a stance against designs that push users to keep watching in order to progress.
Here's what to know
In guidance to developers, Roblox said "games that reward ongoing media feed consumption" are no longer permitted in Roblox Kids and Select experiences, according to Polygon. The company noted the rule covers games that combine "media feeds, autoplay, infinite scroll, autoscroll, and rewards or implied rewards for watching."
Steal an Egg peaked at more than 500,000 concurrent players. The game revolves around raising eggs, but players can also steal them from each other, which creates pressure to speed things up.
That speed boost could come from spending Robux, Roblox's virtual currency, or from using an in-game treadmill. The treadmill included a TikTok-style feed players could scroll while their stats rose, a setup many critics viewed as an uneasy blend of pay-to-win mechanics, idle gaming, and doomscrolling.
Following the backlash, Roblox removed the game from its store, then brought it back without the feed feature.
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More background
Roblox is one of the largest digital spaces for children and teens.
The timing of the policy change overlaps with wider scrutiny of safety on the platform, including Congress' examination of the company over allegations involving child sexual abuse and exploitation. In a letter, Sens. Josh Hawley and Dick Durbin wrote, "Over the past decade, police have arrested numerous individuals for committing serious acts of violence and harm against children they met via Roblox, including grooming, sexual abuse, kidnapping, rape, and even murder."
What's being done?
Roblox's action is a platform-level policy response. By limiting reward-based feed mechanics in Kids and Select experiences, the company removed incentives that can make passive scrolling feel necessary for advancement.
It also introduced other measures in response to safety concerns, including ID checks and anti-predatory protections.
"Roblox is built for fun and connection," a representative said. "As part of our ongoing commitment to providing age-appropriate experiences, we have updated our policies to help ensure games on Roblox reflect the safe, positive environment we aim to foster."
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