Itch.io, a popular indie gaming storefront known for its open publishing model and diverse catalog, has abruptly removed adult content from its search and browsing features following a coordinated pressure campaign led by Australian anti-porn group Collective Shout.

The move, announced in a July 24 blog post, marks a significant shift for the platform, long recognized for its support of user-generated erotic games and experimental adult content.

“We have ‘deindexed’ all adult NSFW content from our browse and search pages,” the company wrote, citing urgent concerns about maintaining payment processing relationships. “This is a time-critical moment for Itch.io.”

The decision comes in the wake of renewed scrutiny over titles like No Mercy, a game previously banned on the platform, and a broader campaign targeting Steam and Itch.io by Collective Shout.

The organization has taken credit for contacting major financial institutions—such as Visa, Mastercard, and PayPal—to urge them to sever ties with platforms hosting what it described as “sexually violent” or “harmful” games.

“Hundreds of sexually violent online games that let players role-play rape, incest, and the torture of women and children have been suddenly removed,” Collective Shout co-founder Melinda Tankard Reist said in a statement on X. She praised the bans as a “victory for child safety campaigners.”

The sudden deindexing has thrown many developers into uncertainty. Although their games remain in user libraries, they are no longer discoverable through standard site navigation. In some cases, developers may be asked to confirm that their content complies with newly updated policies tied to payment processor requirements.

The revised content rules now explicitly prohibit themes including:

• Non-consensual sex (real or implied)
• Underage or “barely legal” themes
• Incest and pseudo-incest
• Bestiality or animal-themed content
• Revenge porn, voyeurism, or hidden cameras
• Sex trafficking implications
• Scat, vomit, and extreme bodily harm

Creators found in violation of these terms may have their accounts disabled, pending payouts withheld, and transactions refunded.

“Some pages will be permanently removed from Itch.io,” the company confirmed. “Affected accounts will be notified by email.”

The company also admitted that it lacked the resources of platforms like Steam, which could more selectively remove flagged titles. As a more open platform with over two million products, Itch.io stated it had no choice but to conduct a sweeping audit and suspend broad visibility of adult content until the review is complete.

Itch.io’s action follows a similar purge by Steam earlier this month. Both platforms were cited in letters and campaigns orchestrated by Collective Shout, which reportedly worked directly with credit card companies to trigger the moderation efforts.

The backlash has been swift. A Change.org petition aimed at Visa and Mastercard, decrying the interference as censorship, has amassed over 158,000 signatures.

“Fiction is not reality,” the petition argues. “Let creators create. Let consumers choose.”

UK industry group UKIE has also spoken out, urging financial institutions to work with developers rather than impose blanket restrictions. It is recommended that platforms rely on PEGI, the European age-rating system, to inform content labeling instead of enforcing subjective bans.

“Creative freedom must be balanced with player protection,” UKIE said in a statement to GamesIndustry.biz. “But payment processors shouldn’t become cultural gatekeepers.”

Itch.io has promised to explore partnerships with new payment processors more friendly to adult content. In the meantime, Stripe has been suspended for all transactions involving individuals aged 18 and above. While no specific timeline has been offered for the audit’s completion, the company acknowledged that the situation remains fluid.

Developers are advised to back up their games and remain engaged with support, especially if they believe their content has been wrongfully impacted.

“I’m sorry we cannot share more at this time as we are still getting a full understanding of the situation ourselves,” Itch.io said in its FAQ update.

As payment platforms increasingly drive content decisions behind the scenes, the battle over what is and isn’t allowed in adult and fringe media continues to intensify, not just in porn but now across gaming as well.