Roblox Corp. is releasing new AI software to strengthen its game-creation platform against established competitors Unity Software and Epic Games. The move targets the dominance of these engines in big-budget game development.
Roblox's new product aims to narrow the gap between its platform and industry-leading game engines used by major studios. Unity and Unreal Engine have long dominated professional game development, while Roblox built its reputation on accessible creation tools for smaller developers and hobbyists.
The AI software represents Roblox's expansion into tools that could appeal to more sophisticated developers. The company competes in a crowded market where both Unity and Epic Games offer robust features, extensive asset libraries, and established developer ecosystems.
Roblox has 66 million monthly active users and hosts millions of user-created experiences. The platform generates revenue through in-game purchases and creator payouts. Adding AI capabilities signals the company's strategy to retain existing creators while attracting new talent from other engines.
The announcement comes as game development tools increasingly incorporate AI for tasks like code generation, asset creation, and game design automation. Both Unity and Unreal have integrated AI features into their offerings in recent months.
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