Meta unveils mobile app Horizon Create and web app Horizon Studio for building games with AI prompts; the games will run on Facebook, Instagram, and Horizon

Games you discover on Facebook or Instagram may soon be playable instantly without a download.

Meta has launched Horizon Create, a mobile app, and Horizon Studio, a web app, to simplify game development for its Horizon social platform using AI prompts. These tools aim to enable users to quickly build 2D or 3D mobile games with features like multiplayer and progression systems. Meta plans to significantly expand the reach of games created with these tools by making them playable directly within Facebook and Instagram feeds, eliminating the need for separate app downloads. This initiative allows users to engage with games instantly upon discovering them in their social feeds. The announcement coincides with Roblox's similar push into AI-powered game development, highlighting a growing trend in the industry.

Meta's strategy with Horizon Create and Studio marks a significant move to democratize game development, leveraging AI to lower the barrier to entry. By integrating game discovery and play directly into Facebook and Instagram, Meta aims to bypass the limitations of its existing Horizon platform and tap into its massive user base. This approach could redefine social media engagement by turning passive content consumption into interactive experiences, potentially driving adoption for Meta's metaverse ambitions.

The company's focus on AI-driven creation and cross-platform accessibility positions it to compete directly with platforms like Roblox, which has already embraced similar AI development tools. By enabling instant gameplay within existing social networks, Meta is attempting to create a viral loop for game content, where engaging experiences can spread rapidly through user shares and recommendations. The success of this strategy will depend on Meta's ability to foster a vibrant creator ecosystem and ensure the quality and engagement of AI-generated games.