Thailand is one of four countries selected by Roblox for the initial rollout of Build, an artificial intelligence-powered game creation tool, as the company taps local creativity to help more users develop games and pursue commercial opportunities on its platform.
Roblox is an immersive gaming platform where users can discover online games and play together. It also functions as a game creation studio and engine for developers and artists.
“We’ve seen the creativity, optimism and entrepreneurial energy in Thailand. We want to continue collaborating with the creators here to turn their ideas into experiences, communities and businesses that can reach the world,” said Papri Dev, head of Asia-Pacific communications at Roblox.
“We are working closely with regulators, local communities and parents,” she added.
The mobile-first tool turns text prompts into basic, playable games without requiring coding experience. Thailand joins New Zealand, Singapore and Serbia in the rollout, Ms Dev said.
Thailand is highlighted as a market known for its strong culture of creativity, with a community of creators eager to learn, experiment and improve their skills.
Build operates within the Roblox mobile app, allowing users to describe a game in plain language and receive a working starting point within minutes.
They can refine, playtest, share and publish their creations without leaving the app. The core experience is free.
Creators seeking more advanced features can move the same project into Roblox Studio, the company’s free development tool, to build more complex games.
AI is also gaining ground among the platform’s most popular games. In the third quarter, Break and Steal an Egg and Huss Valley — both created almost entirely with AI, according to Roblox — entered its top 20 games by concurrent players.
At its UNBOX ROBLOX media event in Bangkok, the company showcased Thai developers turning personal interests and cultural influences into games and businesses.
Roblox reported 138 million daily active users globally in the third quarter, with 30% based in Asia-Pacific.
To support regional growth, the company appointed Joel Neoh as managing director for Southeast Asia and Oceania in October. As the senior business lead across the two regions, Mr Neoh oversees strategy, partnerships and support for local developers and studios.
Mr Neoh said Roblox could help a new generation of regional creators turn ideas into experiences, communities and businesses with global reach.
Zhen Fang, Roblox’s vice-president of international, said the company would continue investing in local teams, creators and partners as part of its long-term commitment to the regions.