adminRoblox reward-driven media feeds are now restricted in games available through Roblox Kids and Select. The policy targets experiences that combine a feed of media, features that keep content playing or scrolling, and rewards tied to continued viewing.
Image credit: Roblox
What the Roblox reward-driven media feeds policy covers
Roblox says the policy applies when a game brings together all three of the following elements:
- A media feed, such as short-form videos, image feeds, or social media-style stories.
- At least one mechanic that keeps the feed moving or repeating, including autoplay, a continuous replay loop, infinite scroll, or autoscroll.
- A reward system that requires, or suggests that players need, to keep watching the content to earn a reward.
In practice, a feed alone does not meet the stated criteria. The concern is the combination of ongoing or automated content consumption and a reward that encourages players to continue viewing. Creators reviewing an experience should consider how its feed works and whether a reward could be understood as depending on extended viewing.
Why the restriction was introduced
The policy follows reports that Steal an Egg, a pet-collecting simulator, was taken offline. The game reportedly included a mechanic that encouraged players to watch continuous content while running on a virtual treadmill to earn rewards.
Roblox has said it is actively checking games for compliance. Experiences that do not meet the policy may be removed from Roblox Kids and Select unless their mechanics are redesigned. The company has not confirmed that the policy was introduced specifically in response to Steal an Egg.
Rewarded video ads are treated differently
Roblox says the restriction does not cover Rewarded Video Ads. These ads must be started actively by the user, and limits apply to how many a user can watch. This distinction is useful for creators: the policy described here focuses on rewards linked to an ongoing feed with autoplay or scrolling mechanics, rather than an ad a player chooses to view.
Games updated to comply will be reviewed again. Roblox also stated that other requirements for inclusion still apply and that the Engaged Player criteria will not reset. Creators should therefore check both the media-feed mechanics and the remaining eligibility requirements before submitting a revised experience.
Broader child-safety scrutiny
The announcement comes amid wider scrutiny of Roblox’s approach to child safety. The previous week, the US Senate Judiciary Subcommittee on Crime and Counterterrorism announced an investigation into the platform, saying it appeared to prioritise revenue and engagement metrics over child safety. Roblox has also open-sourced three AI safety models through the Robust Open Online Safety Tools Model Community (ROOST).
What creators should take away
The Roblox reward-driven media feeds policy is specifically about experiences that pair a media feed and continuous-consumption mechanics with rewards for ongoing viewing. Creators can use the stated criteria to assess their game design, paying particular attention to autoplay, looping, scrolling, and how clearly players are told what is required to earn a reward. If a game is changed to meet the policy, it will still need to pass Roblox’s review and satisfy its other qualifications.
