Roblox Corporation (NYSE: RBLX) announced a new mobile-first feature called Build, which allows users to generate a playable game from a text prompt directly within the Roblox app, according to a company press release.

Build handles gameplay mechanics, environments, characters, visual style, and sound using AI models. The feature connects to Roblox Studio, the company's existing development tool, allowing creators to move between the two with a shared back end, models, and chat history.

Roblox is also testing a set of agentic tools for use across Build and Studio, expected to roll out in the coming months. These include a playtesting agent to identify bugs before public release, an analytics agent that responds to plain-language questions about a game's performance, and an experiment agent designed to suggest tests aimed at improving engagement, retention, and monetization.

"Our new agentic tools help remove the friction for professional creators while Build opens the door to creation for everyone on Roblox and the opportunity to reach millions of users with their games," said Vlad Loktev, Chief Creator Ecosystem Officer at Roblox.

A public alpha will begin July 28 for users in New Zealand, with a broader rollout planned in the following months. During testing, Build will be available to age-verified users 9 and older. Published games that pass Roblox's safety review will be accessible to age-verified users 16 and older globally. A base version of Build will be free, with paid options available for additional features.

Roblox also recently launched Procedural Models, a tool that generates 3D assets from text or image prompts. The company said it plans to release a scene-generation model capable of producing full editable 3D environments from a single prompt.