Meta has just unveiled Horizon Create and Horizon Studio, two tools capable of transforming a description into a 2D or 3D game without requiring any coding knowledge. The project can be started on a mobile phone, developed further in a browser and then become eligible for native distribution on Facebook, Instagram and Horizon.
For creators, this announcement is significant because it brings together three activities that were previously separate: creating an interactive experience, finding the first players, and monetising it. However, the tools are not yet available to everyone. As of 25 September 2026, they are being tested by a community of creators, with early access being rolled out gradually via a waiting list.
So the promise is not that ‘anyone can publish a game on Instagram today’. The reality is more nuanced: Meta officially unveiled the tools on 24 September, is accepting sign-ups for early access, and has announced that native distribution will be a feature of games published using these tools.
What Meta has officially announced
Horizon Create is a standalone mobile app. Users can describe their idea in simple terms or start with a template, then ask the AI to create and modify the world, characters, story, progression or artistic style. They can start a generation, carry on using their phone and receive a notification when the version is ready to be tested.
Horizon Studio is the complementary environment accessible via a web browser. It utilises natural language creation, but adds more precise controls: visual editing of the scene, replacing elements, adjusting behaviour settings and manually modifying spacing.
Both tools use the same foundation. A project can therefore move between mobile and browser in either direction whilst retaining its resources, systems and revision history. Meta states that no game engine, complex setup or specialised computer is required to get started.
The company states that the experiences can incorporate 2D or 3D games, progression systems, adjustable difficulty and multiplayer. This does not mean that a simple prompt will necessarily produce a finished game. It means that the tool must generate an initial playable experience, which the creator will then need to test and refine.
The major shift lies in the distribution
AI-generated content naturally attracts attention, but the most strategic aspect lies elsewhere. When a game is published via Horizon Create or Horizon Studio, it may become eligible for native distribution on Facebook, Instagram and Horizon.
Meta describes a scenario in which a person discovers a game preview in their Instagram feed, taps on it and joins a multiplayer game within seconds, without having to download an app or be redirected to an external app store.
This reduction in friction can change the way an interactive experience attracts its first users. The creator no longer necessarily has to persuade someone to visit a shop, install a file and then create an account before playing. The content and the experience become two stages of the same journey.
But it is important to read Meta’s terminology carefully: published games become eligible in terms of distribution. They do not have a guaranteed audience. The platform states that experiences which are engaging, stable, culturally relevant and capable of keeping players coming back will gain greater reach. Others will gradually be recommended less frequently.
The real benefit won’t be generating a game in a matter of minutes. It will be creating an experience that someone will want to play again after the first few minutes.
Why this also applies to creators who do not develop games
A social game does not necessarily have to resemble a major production aimed at expert players. A short experience can serve to convey a message, engage players, identify a need or extend a editorial universe.
Example 1: a trainer turns a concept into an experience
A cybersecurity trainer could devise a short simulation in which the player must spot the signs of a fraudulent email, choose a response and then see the consequences of their decision.
Their Reel or post introduces the problem. The interactive experience then allows the player to experience it for themselves. At the end, the player can discover a more comprehensive resource or the creator’s training programme. A LinkHub VIFLY can centralise content, evidence of expertise and the training courses on offer following this discovery.
The aim is not to turn every lesson into a game. It is to reserve interactivity for those areas of knowledge that genuinely benefit from being tested through a decision, a progression or immediate feedback.
Example 2: a coach turns their content into a fun assessment
An organisational coach can create an exercise in which the participant is given a hypothetical day and must balance urgent tasks, interruptions, concentration and rest. The choices lead to different outcomes, followed by an explanation of the principles involved.
This format may encourage greater engagement than a list of generic tips. If the player then wishes to analyse their own situation, a booking via VIFLY Booking forms a natural progression: discovery within the feed, participation, understanding, then meeting up.
Example 3: a designer develops their own universe
An illustrator, author or video creator can invite people to explore a location, solve a puzzle or meet the characters from their world. The experience does not replace their posts; it gives the audience another reason to engage with their work and come back for more.
This approach is in line with the mission of VIFLY : visibility only becomes truly useful when it leads to a clear identity, a relationship of trust and a possible course of action.
The VIFLY perspective: the prompt does not become the job
As technical development becomes more accessible, the focus of scarcity shifts. Simply knowing how to produce a first version is no longer enough. Value now centres on the idea, understanding the audience, the pace, the quality of the choices on offer, player feedback and the ability to improve the experience.
It’s the same phenomenon as with AI-generated images or text. Reducing the cost of a draft leads to more drafts being produced. This does not automatically lead to more memorable creations.
VIFLY’s editorial stance is therefore clear: Horizon Create doesn’t just make game development more accessible; above all, it emphasises the importance of creative direction and user testing.
A creator who knows their community inside out may have an edge over someone who is technically more experienced but unable to identify what will make people want to play, share or come back. Conversely, a strong audience won’t save an experience that is unstable, repetitive or simply copied from a popular model.
The new skill involves formulating an intention, testing the result, identifying frustrations and revising. The prompt sets the work in motion; it does not determine the final product.
Nuances, limitations and risks to be aware of
First point: Horizon Create and Horizon Studio are not yet generally available. Meta refers to a phased early access programme and tools currently being tested with its community of creators. The official announcement does not specify the exact geographical scope of the waiting list.
Second point: the financial details remain incomplete. Meta mentions built-in monetisation and the Meta Horizon Creator Fund, but asks users to wait for further information. No income, level of remuneration or access to the fund should therefore be considered guaranteed.
Third point: native distribution creates an opportunity, but also a dependency. Meta controls the publishing rules, recommendation systems, age rating and availability of the experience. A creator must not confuse an accessible audience with an owned audience.
Fourth point: mass generation can quickly saturate feeds with very similar experiences. If thousands of people use the same templates and phrasing, originality, polish and cultural understanding will become more important than the speed of production.
Finally, security imposes certain constraints. Meta states that user-generated content passes through its monitoring systems, that games are reviewed before publication, and that an automated age rating is applied. These safeguards are necessary, particularly for minors, but they may also restrict certain creative works or slow down their dissemination.
What should you do now? A practical action plan
There is no need to wait for access to carry out this work. A successful interactive experience begins with mechanics and intent, not with the tool that will generate them.
From the creator economy to the experience economy
Instagram and Facebook have long enabled creators to post text, images and videos. Horizon Create and Horizon Studio add a new possibility: posting an experience that the audience doesn’t just watch, but actively participates in.
This shift from content to experience can give rise to new forms of teaching, storytelling, community and monetisation. It may also lead to a wave of games that are quickly created and just as quickly forgotten.
The difference will depend less on mastering complex software than on the ability to understand the people you are addressing.
The VIFLY logic therefore remains valid: visibility → understanding → trust → action → opportunity. Horizon can add a stage of interaction between visibility and comprehension. But this interaction is only valuable if it serves a genuine purpose.
FAQs on Horizon Create and Horizon Studio
What is Horizon Create?
Horizon Create is a mobile app announced by Meta for generating, editing, testing and publishing 2D or 3D games based on natural language descriptions or predefined templates.
What is Horizon Studio?
Horizon Studio is the complementary web environment. It adds visual controls and more precise settings whilst retaining the ability to request changes using natural language.
Do you need to know how to code?
Meta states that no game engine or programming skills are required to get started. However, creating a stable and engaging experience will require design, testing and several iterations.
Are the tools already available in France?
Meta has not announced a general roll-out by country. As of 25 September 2026, the tools are being tested and early access is being rolled out gradually via a waiting list.
Will the games be available on Instagram?
Meta states that published games may become eligible for native distribution on Instagram, Facebook and Horizon. This eligibility does not guarantee automatic distribution or a specific level of reach.
Can you make money from these games?
Meta has announced integrated monetisation opportunities and the Meta Horizon Creator Fund, but the detailed terms and revenue levels have not yet been published.