Roblox makes gameplay social with new 'Moments' sharing tool

Online game platform Roblox has rolled out a new feature called "Moments", a discovery tool that lets users capture, edit and share their in-game highlights.

Currently in beta, the experience is designed to help players surface new experiences on the platform while opening up fresh creative and brand integration opportunities.

Unveiled at the Roblox Developers Conference (RDC) last week, "Moments" functions as both a content hub and a discovery engine. Users can record 30-second clips, trim them, add music through Roblox’s partnership with DistroKid, and publish them for the community to explore. Viewers can react to these clips and instantly join the highlighted game with a tap.

Don't miss: AirAsia brings ASEAN to Roblox with the launch of AirAsia World

The move builds on Roblox’s existing content momentum and popularity among the gaming community on YouTube and other video streaming platforms. According to the Roblox, players have already generated over 930 million screenshots and more than 240 million video captures since it introduced video tools in July. The platform also said that Roblox-related content has collectively garnered more than one trillion views on YouTube.

For creators, "Moments" doubles as a showcase of new application programming interfaces (APIs) that will soon be available to build custom content systems.

These include the Captures API (already live), along with upcoming Upload and Recommendation APIs, which allow developers to integrate highlight reels, trending content showcases, or even real-time gameplay billboards directly into their own experiences. Roblox is also sharing the source code behind "Moments" to support further experimentation.

Roblox added that moderation and safety are built into the rollout. All user-generated clips are proactively reviewed, with additional reporting tools in place. At launch, "Moments" is only available to users aged 13 and above.

While the first iteration focuses on short-form video, Roblox said the underlying tools were designed for multiple formats, creating long-term opportunities for creator monetisation and brand partnerships within in-game environments.

The launch of "Moments" follows a string of recent moves by Roblox to strengthen its creator ecosystem, including a new self-serve licensing platform introduced in July. The new “License manager” and “Licenses catalog” aim to streamline traditional deals, unlocking official content from major franchises such as Squid Game, Stranger Things, Twilight, Saw and Sega’s Like a Dragon.

Launch partners include Netflix, Lionsgate, Sega and Kodansha, with more studios set to join. For marketers, the shift turns Roblox into a brand-safe playground where rights holders can tap its nearly 100 million daily active users, many of them Gen Z and Gen Alpha, by giving fans official permission to build games and expand franchise worlds inside Roblox’s sandbox.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
Roblox rewards players with in-game benefits if they watch Google ads       
essence levels up its glam game with new Roblox experience     
Singapore Repertory Theatre reimagines Macbeth in the metaverse through Roblox collaboration