Roblox restricts games that reward children for watching endless feeds

What Roblox has changed

Roblox is restricting games that reward younger players for continuously watching media feeds, creating a new policy boundary around design features more commonly associated with social-media apps.

Games will not be available in Roblox Kids or Roblox Select if they combine all of the following:

• a feed of short videos, images or story-style posts;
• autoplay, looping, infinite scrolling or autoscroll; and
• a reward, or the clear implication of a reward, for continuing to watch.

Roblox Kids is designed for users aged 5 to 8, while Roblox Select covers ages 9 to 15. Both use a curated catalogue of games that must pass additional review.

What happens to affected games

Roblox says it is actively reviewing games for compliance. Experiences that do not meet the new standard will be removed from Kids and Select unless their creators redesign the affected mechanic and complete another review.

The policy does not create a platform-wide ban on short-form video or scrolling features. It limits whether a game can be included in the catalogues made available to users on Kids and Select accounts.

Roblox has also exempted its Rewarded Video Ads system. The company says those ads require a player to actively choose to start watching and are subject to viewing limits. Its new policy instead targets continuous, reward-driven consumption without a natural stopping point.

The controversy around Steal an Egg

The change followed growing attention around Steal an Egg, a Roblox game where players could train on a virtual treadmill while a continuous “Reels”-style feed played onscreen.

An X post published on 13 August by the account @IDKStats described the game as having a built-in “doomscroll” feature. A 24 August post by gaming outlet Dexerto then highlighted that players could receive in-game progress while watching short-form videos on the treadmill. These posts are evidence that the mechanic had begun attracting public attention before Roblox announced its rule, but they do not establish who first raised concerns or how much influence any individual post had. @IDKStats post · Dexerto post

Reports said Steal an Egg was temporarily taken offline and later returned without the feed feature. Roblox has not publicly confirmed that the game directly prompted the new policy. The more precise formulation is that the restriction followed the controversy, rather than that the game was its confirmed cause.

Why this matters

The policy treats an engagement mechanism—not only the content being shown—as a youth-safety issue. A game may contain age-appropriate visuals yet still be excluded from younger users’ catalogues if it is designed to keep players passively consuming an endless feed in order to progress.

It is also an early test of Roblox’s age-based account system, introduced this year amid continuing child-safety scrutiny. Roblox says its Kids and Select system is intended to offer more age-appropriate access to games, alongside extra review and parental controls.

For families, the practical change is narrow but meaningful: a game may still be playable on Roblox more broadly, while being unavailable to users whose accounts are classified as Kids or Select. For creators, it signals that a design built around endless viewing can affect access to Roblox’s younger audience.