Roblox restricts games using reward-driven media feeds

Roblox has implemented a new policy to restrict games that utilize “reward-driven media feeds” within its Kids and Select categories. This decision follows the temporary removal of the popular pet-collecting simulator, Steal an Egg.

Steal an Egg drew controversy for a mechanic that required players to watch continuous short-form video content on a virtual treadmill to earn in-game rewards. The feature was described by critics as dystopian, drawing comparisons to the science-fiction series Black Mirror.

The new Roblox policy targets games that combine media feeds—such as short-form videos or social media-style stories—with mechanics like autoplay, infinite scroll, or autoscroll, provided there is a reward component tied to the ongoing consumption of that content. Roblox stated it is actively reviewing games for compliance, noting that titles failing to meet these standards will be removed from the Kids and Select sections unless the mechanics are redesigned. The policy does not affect standard Rewarded Video Ads, as those require active user initiation.