Kenya, July 24 -- Indie gaming platform Itch.io deindexed all adult NSFW content from its search and browse pages on July 24, 2025, in response to intense scrutiny from payment processors, including Visa and Mastercard, as announced by founder Leaf Corcoran.
The move, prompted by concerns over explicit content like the controversial game No Mercy, banned in April 2025, aims to protect the platform's payment infrastructure.
While direct links to NSFW titles remain accessible, the deindexing has disrupted creators' visibility and income, sparking outrage among developers and fans. Itch.io is conducting a comprehensive content audit and plans to reinstate compliant titles with new compliance measures.
The decision follows a campaign by Collective Shout, an Australian group targeting the objectification of women and girls, which pressured payment processors to scrutinise platforms like Itch.io and Steam.
No Mercy, criticised for glorifying sexual violence, triggered the backlash, leading to its removal from both platforms. Corcoran emphasised the urgency, stating, "This is a time-critical moment for Itch.io. We had to act urgently to protect the platform's core payment infrastructure," apologising for the lack of advance notice to creators.
The deindexing, affecting thousands of NSFW games, has drawn comparisons to Tumblr's 2018 porn ban, with fears of a similar user exodus. Some titles, like the IGF Award-winning Consume Me, a non-pornographic game about eating disorders, were mistakenly deindexed, highlighting the audit's broad scope.
Itch.io's audit will assess content against payment processor policies, with some games facing permanent removal. Creators must soon confirm their content complies with these policies, a step aimed at ensuring long-term platform stability.
Affected developers will receive email notifications, with an option to appeal via Itch.io's support address. The platform's statement noted, "We are still getting a full understanding of the situation ourselves," reflecting the rapid response to payment provider demands.
Social media has erupted with criticism, with users claiming Itch.io "nuked 75% of its NSFW content," impacting creators' livelihoods. Others, like, warned that payment processors now "dictate which art is legal," raising concerns about broader censorship.
The move mirrors Steam's recent purge of adult games, driven by similar payment processor pressures. Both platforms face a delicate balance: maintaining creator freedom while ensuring financial viability.
Itch.io, known for hosting niche indie games, comics, and transfeminine literature, relies heavily on NSFW content, which accounts for roughly 75% of its sales, according to community estimates.
The deindexing has made titles like visual novels and adult-themed RPGs nearly invisible without direct links, frustrating developers who depend on the platform for income.
Fans highlight the risk to "thousands of NSFW game developers," with some fearing permanent bans.
Critics argue payment processors, wielding monopoly-like power, are overstepping by enforcing moral standards on legal content. A Hacker News discussion labelled them "unelected censorship boards," noting their ability to choke platforms' economic infrastructure.
Itch.io's compliance measures, including creator verification of content, aim to restore some titles, but the lack of clear guidelines has left developers in limbo.
For instance, games with sensitive but non-explicit themes, like Consume Me, were caught in the sweep, prompting calls for a more nuanced approach.
In Kenya, where gaming communities are growing, interest in indie platforms like Itch.io is rising, with Google Trends showing spikes in searches for "Itch.io NSFW content deindexed" and "indie game platform audit 2025."
The fallout has sparked debates about digital censorship and the role of payment processors in shaping online content.
While Itch.io aims to reinstate compliant NSFW titles post-audit, the permanent removal of some games and restricted access to past purchases have raised alarms.
Developers on platforms like Patreon and Subscribestar are exploring alternatives, fearing further restrictions.
Published by HT Digital Content Services with permission from Bana Kenya.