Unity Software, Roblox, and AppLovin shares fell after Meta unveiled Horizon Create and Horizon Studio, AI-powered tools that let users build mobile games from text prompts. The announcement marks Meta's entry into simplified game development, a space where Unity, Roblox, and AppLovin currently operate.
Unity Software Inc. fell 5% after Meta announced new AI-powered game creation tools at its Connect conference. Roblox Corporation and AppLovin each dropped 1%.
Horizon Create and Horizon Studio
Meta introduced Horizon Create and Horizon Studio, two tools that let users build 2D or 3D mobile games directly from their phones or web browsers using text prompts. Built on the Meta Horizon Engine, the tools translate natural-language descriptions into playable experiences.
Horizon Create is a mobile app that lets users generate games on their phones, while Horizon Studio offers browser-based creation with more detailed controls. Both tools support seamless transfer of projects between platforms, so creators can switch between mobile and web development without losing progress.
Distribution and monetization
Games created through the tools will be distributed across Facebook, Instagram, and Horizon platforms. Meta said discovery will be driven by engagement metrics, with games that retain players earning more reach. The company plans to offer monetization through in-game purchases and the Meta Horizon Creator Fund.
All generated content passes through Meta's content safety systems before reaching players, and published games receive automated age ratings. Early access is rolling out gradually, with broader availability planned for the near future.
A new competitor in game development
The announcement marks Meta's entry into simplified game development, a space where Unity, Roblox, and AppLovin currently operate. Unity provides game development software, Roblox offers a platform for user-generated games, and AppLovin focuses on mobile game marketing and monetization.
Source: Investing.com
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