This week, the indie video game marketplace Itch.io made headlines by announcing its decision to deindex adult and not-safe-for-work (NSFW) games from its browse and search pages. This significant move comes in the wake of a campaign led by Collective Shout, an advocacy group that has previously voiced concerns over various forms of media, including video games, rap music, and lingerie commercials. The campaign specifically targeted both Itch.io and Steam for offering a game titled “No Mercy,” which graphically depicts scenarios of rape and incest.
In an open letter addressed to major payment processors like PayPal, Mastercard, and Visa, Collective Shout criticized the sale of games that they argue endorse the sexualized abuse and torture of women and girls. They stated, “Games endorsing men’s sexualized abuse and torture of women and girls fly in the face of efforts to address violence against women.” The organization questioned how allowing payment transactions for such violent and unethical games aligns with the corporate values and mission statements of these financial institutions.
The campaign appears to have influenced both platforms, as Steam also announced earlier this month that it would be banning games that may violate the guidelines established by its payment processors and related networks. Itch.io responded similarly, stating, “To ensure that we can continue to operate and provide a marketplace for all developers, we must prioritize our relationship with our payment partners and take immediate steps towards compliance.”
Itch.io clarified that “No Mercy” was temporarily available on its platform before being banned back in April. The company emphasized that the situation escalated quickly, prompting them to act urgently to safeguard the platform’s payment infrastructure without prior notice to creators. Currently, Itch.io is conducting a comprehensive audit to ensure that all games listed on the marketplace comply with the requirements of its payment processors.
Upon completion of the audit, Itch.io indicated that creators of NSFW games will need to confirm that their content aligns with the policies of their linked payment processors. This decision has sparked criticism on social media, with users pointing out that Itch.io’s current terms state that violations regarding adult content are “permanent with no chance of appeal.” Moreover, any funds in accounts that violate these rules will not be eligible for payout, leading to frustration among developers. One developer highlighted this issue, saying, “If you violate the rules, we take all your money. Not just the money from that work, ALL your money from EVERYTHING you’ve ever made.”
This is not the first instance where payment companies have exerted pressure on online platforms regarding adult content. For example, last year Gumroad cited restrictions imposed by payment processors when it introduced stricter guidelines around NSFW art. Similarly, OnlyFans attributed its decision to ban explicit content to “banking partners and payment providers,” although it later reversed that decision.
As the discourse around adult content in gaming continues, the actions taken by Itch.io and Steam reflect the complex relationship between content creators, payment processors, and advocacy groups. The outcomes of this situation may set important precedents for the future of adult content in indie gaming marketplaces.
