New policy follows reports that Steal an Egg was taken offline for encouraging players to watch endless content on a virtual treadmill for rewards

Roblox has introduced a policy to prevent children from accessing "reward-driven media feeds" in games available in Roblox Kids and Select.

In a post on its creator hub, Roblox stated that the policy applies to games combining media feeds, autoplay, infinite scroll, autoscroll, and rewards or implied rewards for watching.

"We are actively reviewing games for compliance with the new policy. Games that do not follow this policy will be removed from Kids and Select unless the game mechanic is redesigned."

This follows reports that the pet-collecting simulator Steal an Egg was taken offline for including a mechanic that encourages users to watch continuous content while running on a virtual treadmill to earn rewards.

GamesIndustry.biz has contacted Roblox to clarify whether this policy was implemented specifically in response to Steal an Egg.

Roblox stated that a game falls under this policy if it combines the following features:

Roblox clarified that the policy "only applies if it features a reward component alongside an infinite scroll or autoplay feature that requires or implies an ongoing consumption of the content to receive the reward."

This does not affect Rewarded Video Ads, as a user "must actively initiate the ad, and [it] applies rate limits to how many a user can watch."

Games that are adjusted to meet this policy will be re-reviewed.

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