Roblox has introduced new restrictions on games that reward players for continuously consuming media feeds, following controversy around the viral game Steal an Egg. The move matters because it targets designs combining autoplay, infinite scrolling and in-game rewards, particularly within Roblox’s Kids and Select categories, amid wider scrutiny of the platform’s safety and influence on young users.

Steal an Egg reportedly attracted more than 500,000 concurrent players and let users increase their speed by paying with Robux or running on virtual treadmills while browsing a TikTok-like feed. The game was briefly removed before returning without the feed feature. The policy update also comes shortly after a US Senate investigation and several state-level inquiries into allegations concerning child exploitation and safety on Roblox.