In a significant policy shift, indie game marketplace Itch.io has deindexed adult and not-safe-for-work (NSFW) games from its browse and search pages. This decision comes in response to pressure from payment processors, influenced by advocacy groups concerned about explicit content.
The catalyst for this action was a campaign by Collective Shout, an Australian nonprofit that challenges the objectification of women and sexualization of girls in media. The group targeted both Itch.io and Steam for hosting No Mercy, a game depicting themes of rape and incest. In an open letter to executives at PayPal, Mastercard, Visa, and other payment processors, Collective Shout criticized the facilitation of transactions for such content, stating that it contradicts efforts to address violence against women.
Responding to these concerns, Steam announced earlier this month that it would ban games potentially violating the standards set by its payment processors. Similarly, Itch.io stated, 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.
The company acknowledged the abruptness of this change, explaining that the situation developed rapidly, necessitating urgent action to protect its core payment infrastructure. Consequently, creators were not provided with advance notice before the deindexing occurred.
Itch.io is currently conducting a comprehensive audit to ensure that all content meets the requirements of its payment processors. During this review, adult content will remain deindexed. Following the audit, creators of NSFW games will be required to confirm that their content complies with the policies of the payment processors linked to their accounts.
This move has sparked significant backlash from developers and users. Critics argue that such actions set a dangerous precedent, allowing financial institutions to dictate the availability of legal content. The American Civil Liberties Union (ACLU) has also criticized Mastercard and Visa for their role in these decisions, urging them to end policies that unfairly target the adult content industry.
The deindexing has had a substantial impact on the visibility of adult games on Itch.io. Previously, the Adult tag featured nearly 17,000 games; now, only 48 titles are visible. Other tags such as Erotic, Hentai, Incest, and NSFW have experienced similar reductions. While these games can still be accessed via direct links, their removal from search results and recommendations significantly limits their reach.
This development underscores the growing influence of payment processors over online content. As platforms like Itch.io and Steam adjust their policies to maintain essential financial services, the balance between content moderation and creative freedom remains a contentious issue within the gaming community.
