Roblox applies restrictions to games featuring "reward-driven media feeds" available in Roblox Kids and Select

GamesIndustry.biz reports that Roblox has introduced a new policy aimed at games in Roblox Kids and Select that combine media feeds with autoplay, infinite scroll, autoscroll, or continuous replay loops and then tie those feeds to rewards or implied rewards. In practice, that means child-facing experiences can no longer use engagement mechanics that encourage players to keep consuming content just to earn in-game benefits.

Roblox says it is actively reviewing games for compliance, and titles that miss the bar will be removed from Kids and Select unless the mechanic is redesigned. The company also clarified that the rule only applies when the reward component depends on ongoing viewing, and that standard Rewarded Video Ads are not affected because users must actively start them and the ads are rate-limited.

The policy appears to have been sharpened after scrutiny around Steal an Egg, a pet-collecting simulator that was reportedly taken offline over a treadmill-style mechanic that pushed players to watch continuous content for rewards. Roblox has not said whether the new rules were written specifically in response to that case.

For developers, the practical takeaway is that child-oriented Roblox experiences now need a cleaner separation between content consumption and progression rewards. Games that can be adjusted will be re-reviewed, but Roblox says other eligibility requirements still apply and Engaged Player status will not reset.