Roblox announced Build on Wednesday, a new creation tab inside the Roblox mobile app that lets anyone turn a text prompt into a basic playable game without touching Roblox Studio or writing a line of code. A creator can describe something like a cozy forest adventure game with environmental obstacles, and Build will generate a starting point with gameplay mechanics, environment, characters, sound, and visual style. The feature begins public alpha testing in New Zealand on July 28 for age-verified users nine and older.

Build shares a back end with Roblox Studio, meaning creators can start a project on their phone and continue refining it on desktop with the full Studio toolset, or launch agents from Studio and check progress from mobile. The system is powered by a mix of open-source and proprietary Roblox AI models trained on what the company describes as a uniquely large set of 3D models and gaming-specific data. Roblox’s Cube foundation model, which the company introduced earlier this year alongside agentic Studio tools, generates game-ready objects that can drive, shoot, or otherwise behave as expected without manual scripting.

Roblox said it is aware of the quality risk that comes with lowering the barrier to game creation. The company said its discovery system ranks games by long-term retention, not recency or volume, and that games nobody plays will not surface on the homepage regardless of how they were made. Published games from Build will go through the same safety checks and retention-based discovery ranking as all other Roblox titles, and games targeting younger players will undergo an extended review before being added to the Roblox Kids or Select catalogues.

Alongside Build, Roblox is shipping a suite of agentic tools for professional creators over the coming months. These include a playtesting agent that finds bugs before players encounter them, an analytics agent that answers questions about game performance in plain language, and an experiment agent that identifies tests to improve engagement and monetisation. A new scene-generation model is also in development that will create entire editable and playable 3D environments from a single text prompt.

The announcement comes as AI-generated content is flooding platforms faster than review systems can handle it, a dynamic that drove an 84 percent jump in App Store submissions and prompted Apple to crack down on low-quality AI-built apps. Roblox is betting that its retention-based discovery system will serve as a natural quality filter, surfacing only games that players actually want to keep playing.

A base version of Build will be free, with paid options for power users. The rollout will expand to more regions after the New Zealand alpha, and Roblox said it plans to share further creation tool announcements in the coming months. The platform has 132 million daily active users, any one of whom could now prototype a game from their phone.