Recently, following the global game platform Steam, the indie game platform Itch.io (hereinafter referred to as Itch.io) has also moved to block adult games. The industry sees this move as not merely a policy change but as an attempt by credit card companies to intervene in the adult content market. However, there are concerns that the vague criteria for adult content could suppress creative freedom.
On the 28th, Itch.io stated that on the 24th (local time), it blocked all adult NSFW (not safe for work) content from being indexed (blocking it from being searchable) through its official website. Itch.io is conducting a comprehensive audit of existing content and plans to introduce new regulations following the completion of the audit. The adult NSFW content pages will remain in a blocked state during the audit, and some may be permanently deleted.
A representative from Itch.io noted, "We were investigated by payment processors regarding certain content characteristics recently," adding, "In relation to the incident where the adult game 'No Mercy' was blocked based on over 70,000 signatures in April, the Collective Shout conveyed concerns about specific content characteristics to the payment processors." The citizen group Collective Shout is known to have led the blocking of adult games on Steam.
Valve, which operates Steam, also announced new developer regulations regarding adult content on the 16th. The new regulations specify that "content that may violate the rules and standards of payment systems, credit card networks, banks, and internet service providers, particularly certain types of adult content, is prohibited." Following user protests, Valve disclosed on the 21st that "some games on Steam have been notified as potentially violating the rules established by our payment service provider and related credit card companies." As a result of the new regulations update, approximately 100 adult games were removed from Steam.
This action is particularly characterized as a circumvention regulation set by payment processors centered around credit card companies, rather than internal ethical standards of Steam and Itch.io. In fact, the new regulations on Steam specify that "content that may violate the rules and standards set by payment processors and credit card companies" is prohibited from being posted. This movement was initiated following the incident in April when the adult game 'No Mercy' was taken down for promoting sexual violence. The cessation of sales caused by the controversy appears to be an outward action by the gaming platform, with underlying pressures from card companies to avoid risks.
In fact, global card companies such as Visa and Mastercard have taken measures to suspend transactions for content involving sensitive issues such as sexual violence, child exploitation, and hate speech. This effectively halts the distribution of such content. In the United States, card companies have imposed restrictions on payments for adult content-based platforms like OnlyFans and Patreon. Recently, in Japan, platforms such as 'DLsite' and 'FANZA Doujin' faced similar payment restrictions by card companies.
This movement is interpreted as efforts by card companies to enhance their image as financial institutions. Given the severe impact on corporate image from controversies tied to underage access and illegal reproduction, they aim to proactively mitigate risks. In particular, in the United States, major card companies including Visa and Mastercard were included as defendants in lawsuits related to the trafficking of sexual exploitation materials that emerged from online adult content sites in 2022. Consequently, card companies have taken a passive stance toward providing payment means for the adult market. This applies not only to content featuring people but also to creative works like characters and games.
However, those in the gaming industry point out that the criteria for what constitutes 'certain types of adult content' as stated by the gaming platforms are vague. Currently, Steam categorizes works that, while somewhat sexual, contain educational meanings about gender equality and sexual education as 'adult material,' leading to criticism that it infringes upon creative freedom.
A representative from the gaming industry stated, "While I understand that card companies cannot help but consider corporate image and legal risks, there is a need for clearer criteria and a publicly discussed self-regulatory model." They added, "The current criteria of 'content according to the rules set by card companies' is ambiguous, and the structure of unilaterally blocking content thereafter raises concerns about fostering distrust across the industry."