Introduction
In July 2025, indie video game marketplace Itch.io made headlines by deindexing adult and not-safe-for-work (NSFW) games from its search and browse features. This move has ignited debates among developers, gamers, and advocacy groups about the balance between creative freedom, ethical considerations, and payment processor compliance.
This blog explores the reasons behind Itch.io’s decision, its broader implications on the gaming ecosystem, and what it signals for the future of independent content platforms.
Overview of Itch.io’s Decision
Itch.io’s recent announcement revealed that adult and NSFW titles have been removed from public discovery channels on the platform. While these games are not outright banned, they are no longer visible in search results or browse sections, effectively limiting their reach.
According to the company, the action was necessary to maintain compliance with payment processors—a critical lifeline for any digital marketplace facilitating global transactions.
The Catalyst: Collective Shout’s Campaign
The immediate trigger for this policy shift was a campaign led by Collective Shout, an advocacy group known for challenging sexualized content in media. The group targeted both Itch.io and Steam, specifically criticizing a controversial game titled No Mercy, which depicted themes of rape and incest.
In an open letter addressed to major payment processors such as PayPal, Mastercard, and Visa, Collective Shout argued that supporting financial transactions for such games contradicts corporate ethics and undermines efforts to combat violence against women.
Payment Processor Influence on Digital Marketplaces
Payment processors have emerged as powerful gatekeepers in the digital content economy. Their policies can dictate what platforms host, sell, or promote. In this case, Steam also announced similar restrictions earlier in the month, citing the need to align with its financial partners’ guidelines.
For platforms like Itch.io, failure to comply could risk losing access to essential payment services, effectively jeopardizing their entire business model. This scenario reflects a broader trend where financial institutions exert indirect regulatory power over digital spaces, often without formal legal mandates.
Implications for Game Developers and Creators
For independent developers—many of whom rely on Itch.io to distribute niche or experimental content—this decision presents several challenges:
Reduced Visibility: Deindexed games will struggle to attract new players without search and browse exposure.
Financial Risk: Violations of adult content policies can result in permanent bans and forfeiture of funds, a policy many creators have publicly criticized.
Uncertainty and Compliance: The ongoing “comprehensive audit” announced by Itch.io adds further ambiguity for developers navigating content guidelines.
This environment underscores the need for creators to diversify revenue streams and maintain clear compliance documentation with payment processor policies.
Community Backlash and Industry Reactions
The response from the gaming community has been polarized. While some support the move as a necessary step toward ethical responsibility, others view it as a form of censorship driven by financial pressure rather than legal or community consensus.
On social media, developers highlighted the harsh penalties associated with violations, noting that entire account balances can be forfeited—not just revenue from offending titles.
A Change.org petition with over 137,000 signatures has since emerged, calling on Mastercard and Visa to cease what critics describe as the “moral policing” of legal, fictional content.
Historical Precedents and Broader Trends
This is not the first time payment processor pressure has reshaped digital content policies. Notable examples include:
Gumroad’s stricter NSFW policies in response to processor restrictions.
OnlyFans’ temporary ban on explicit content in 2021, which was later reversed after widespread backlash.
These precedents highlight an ongoing tug-of-war between creative freedom, platform viability, and financial compliance—a dynamic likely to intensify as digital marketplaces grow.
What This Means for the Future of Indie Game Marketplaces
Itch.io’s decision could set a precedent for other platforms, especially as regulatory scrutiny and advocacy campaigns targeting adult content increase. For indie developers, adapting to these evolving norms will require both strategic planning and platform diversification to safeguard their creative and financial interests.
How Platforms Like Trenzest Can Help
Amid these challenges, platforms such as Trenzest provide valuable insights and tools for developers and marketers navigating the shifting digital landscape. By offering trend analysis, compliance guidance, and market forecasts, Trenzest helps creators anticipate policy changes and adapt distribution strategies proactively.
Conclusion and Next Steps
Itch.io’s deindexing of NSFW content underscores a pivotal shift in how indie game marketplaces balance creative expression, ethical considerations, and financial realities. For developers and marketers, staying informed about policy changes and leveraging tools like Trenzest can be the difference between thriving and struggling in this evolving environment.
Explore more insights and strategies on Trenzest’s blog or contact our team to discuss tailored solutions for your next project.
