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Roblox launches ‘Moments’ to bring short-form video into gameplay

Roblox rolls out a native short-form content tool for game discovery, brand integration, and creator monetization

Patrecia Meliana

12 Sep 2025 • 5 min read

Roblox wants players to do more than just play games—it wants them to clip, remix, and share them. The platform’s new tool, Moments, lets users capture 30-second in-game videos, edit them with music, and share the highlights across the Roblox ecosystem.

This article explores how Moments fits into Roblox’s growing push into short-form content, what it unlocks for marketers and developers, and why this matters for brands targeting Gen Z and Gen Alpha audiences.

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What is Roblox 'Moments'?

Unveiled at the Roblox Developers Conference last week, Moments is a short-form content and discovery feature built into the Roblox platform. Currently in beta, it allows users aged 13+ to:

Record 30-second gameplay clips
Trim, edit, and add licensed music via Roblox’s DistroKid integration
Publish and browse videos within the Roblox app
React to content and instantly join the featured game

In short, it’s TikTok meets Twitch, native to the Roblox ecosystem.

The company says users have already generated more than 240 million video captures and 930 million screenshots since launching basic video tools in July. With more than one trillion views of Roblox-related content on YouTube, Moments is clearly designed to keep that engagement in-platform.

Why this launch matters for marketers

The introduction of Moments opens several doors for brands and content partners looking to engage with Roblox’s 100 million daily users:

Built-in discovery for branded games

Viewers can tap into any Moment and instantly join the game. That removes the friction from discovery and directly connects content to gameplay, which is ideal for branded worlds and licensed IPs.

Frictionless content creation for Gen Z

Short-form video is how younger audiences communicate online. Moments meets them where they already are, without requiring third-party apps or downloads.

A safer playground for brand IP

All clips are proactively moderated, and safety is built into the rollout. Combined with Roblox’s new licensing tools, this makes the platform more brand-safe than external video apps.

Fresh integration points

Developers and brand partners can create in-game video walls, trending reels, or event-driven clips using the new APIs. This opens up creative formats that aren’t possible on traditional video platforms.

Tools and APIs powering Moments

Roblox isn’t just shipping a tool. It’s releasing the infrastructure behind it. Moments doubles as a showcase for several new content APIs:

Captures API (live now): Enables games to access user-generated screenshots and videos
Upload API (coming soon): Lets creators programmatically push video content into Moments
Recommendation API (coming soon): Surfaces relevant content clips within the gameplay experience

The company is also open-sourcing the codebase behind Moments, giving developers a sandbox to build their own content engines.

Strategic takeaways for brands

Whether you're building branded experiences on Roblox or just watching the space, here’s what marketers should keep in mind:

1. Prepare for vertical video to go in-platform

Roblox wants creators to stop exporting clips to TikTok or YouTube and instead grow their audiences inside Roblox. Brands that adapt early will have a head start in shaping native narratives.

2. Lean into user-generated storytelling

The best Moments will come from players, not agencies. Rather than polishing campaigns, think about how to empower fans to remix IPs and spread content organically.

3. Explore dynamic content formats

With real-time APIs and in-game media boards, marketers can create live-broadcast-style activations, trending content showcases, or interactive billboards within branded worlds.

4. Tie into licensed content momentum

This move comes just weeks after Roblox launched its self-serve License Manager platform. If you’re a rights holder, combining official IP access with Moments could turn passive fans into active creators.

Roblox is betting big on short-form video, and Moments may mark the start of a more social, creator-driven phase for the platform. With native tools, moderation safeguards, and upcoming APIs, Roblox is laying the foundation for the next generation of in-game content discovery.

For marketers, this is a chance to go beyond static branded spaces and tap into the real-time energy of Roblox’s player community. But success will depend on adapting to new formats, letting go of control, and enabling players to co-create.

This article is created by humans with AI assistance, powered by ContentGrow. Ready to explore full-service content solutions starting at $2,000/month? Book a discovery call today.