Roblox on Thursday announced a new feature called “Build,” which allows users to design games from their mobile devices using AI.

The Build feature allows anyone to turn simple text messages into a basic game without any programming experience. For example, if a user types, “Let’s make a cozy adventure game set in a dense forest,” the new feature will generate an initial version of the game, which users can then modify and share with friends.

“Powered by a broad set of AI models, including open source and proprietary Roblox models, Build handles game mechanics, environment, characters, visual style, sound, and more,” the company wrote in its blog post.

Companies like Google, Microsoft and Tencent have created similar tools. However, the AI-driven generation of games has raised concerns among developers and players, with critics arguing that lowering barriers to game development via text messaging could lead to an influx of repetitive, low-quality games. This can also increase competition on the platform, as creators must compete not only with other developers but also with AI-generated content that can be produced much more quickly.

These concerns are reflected in this year’s Game Developers Conference State of the Gaming Industry survey, which found that 52% of gaming industry professionals believe generative AI is having a negative impact on the industry.

To address this, Roblox plans to rank these AI-generated games based on player retention, similar to the system used for other games on the platform. If a game is not played, it will not appear as prominently.

“Our discovery systems are designed to highlight games with long-term retention, which do not include AI. The quality of games on the home page does not change: if no one plays them, no one can find them. The goal of these new tools is to continue accelerating creation at all experience levels,” the company added.

The Build feature will enter public alpha testing on July 28, available to New Zealand users aged nine and over who have verified their age. Users over 16 years of age will have the opportunity to publish their creations to a global audience. There will be a free basic version available along with paid options.

Beyond the Build feature, Roblox is also working on developing AI agents that will help creators conduct playtests and provide analytics. These features are expected to be rolled out in the coming months.

The new feature highlights Roblox’s continued investment in AI, including a core AI model to generate 3D game assets and an AI chatbot to support developers during the game creation process. Additionally, Roblox is developing a “new scene generation model” capable of creating complete, editable and playable 3D scenes from a single text message.

Additionally, the announcement comes shortly after Roblox revealed its plans to discontinue “Roblox Connect,” the avatar-based video calling feature introduced in 2023.