Roblox applies restrictions to games featuring “reward-driven media feeds” available in Roblox Kids and Select
Roblox has introduced a new policy restricting games with ‘reward-driven media feeds’ in Roblox Kids and Select, its designated categories for younger players. The policy targets games combining media feeds, autoplay, infinite scroll, autoscroll, and rewards or implied rewards for watching content. Non-compliant games will be removed from these categories unless redesigned.
The announcement follows the controversy surrounding ‘Steal an Egg,’ a game that went viral with over 500,000 concurrent players before being taken offline. The game’s design encouraged players to watch endless content on a virtual treadmill in exchange for rewards. Disturbing imagery from the game circulated on social media and drew comparisons to dystopian fiction.
Roblox stated it would actively review games for compliance with the new policy. The move reflects growing concerns about addictive design patterns—particularly infinite scroll, autoplay, and reward-based incentives—in games targeting younger audiences. By restricting these mechanics in age-gated categories, Roblox aims to balance creator freedom with child safety considerations.