Roblox just yeeted a whole sub-genre of AI-slop treadmill doomscroll games after Steal an Egg hit 500K concurrent and turned the platform into a Black Mirror episode. The viral pet-stealing tycoon let players grind speed by standing on treadmills watching gen-AI Reels instead of paying Robux, and it blew up to nearly 534 million visits with peaks over 2 million CCU before Roblox pulled the plug and banned reward-driven media feeds for younger accounts.

Steal an Egg copied the steal mechanic from last year's Steal a Brainrot hit but swapped memes for eggs and pets that print passive cash, then slapped a TikTok-style feed on the training loop that had YouTubers like Foltyn going from hype to horror in minutes. Roblox's new rules hit games that combine autoplay feeds, infinite scroll, and stat boosts hard, targeting the exact exploit that made this one go nuclear and spawning copycats overnight.

The move is less about banning the games wholesale and more about protecting kids from straight-up engineered brainrot addiction, but the viral spotlight made the platform act fast. Now the Reels are getting stripped and the discovery feed might actually stop promoting low-effort AI garbage for a hot second.