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What Is Itch.io and Why It Matters
At Squaredtech.co, we closely follow independent game platforms, and Itch.io has long been a key player. Founded in 2013, Itch.io is an indie-focused platform that lets developers sell and share digital games, visual novels, and interactive art directly with players. Unlike mainstream stores, Itch.io offers creators control over pricing, page customization, and content type—including games with mature or niche themes.
The platform became a favorite among solo developers, experimental creators, and adult content makers who often struggle to get visibility on places like Steam or mobile app stores. But this open approach has now drawn serious financial consequences.
This week, Itch.io began removing all adult-oriented NSFW pages from search engines and platform browsing, after facing growing pressure from its payment processors. These pages will remain deindexed indefinitely as the site undergoes a full content review.
Itch.io Removes NSFW Pages After Payment Processor Complaints
At Squaredtech.co, we’ve been tracking a major shift in content moderation across digital game platforms—and now Itch.io has taken a dramatic step. The indie game marketplace has officially started removing all adult-oriented NSFW pages from search engines and browsing, following pressure from payment processors.
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This decision was announced on Itch.io’s official blog, where the company admitted the change came with no advance warning for creators. According to Itch.io, the site is currently facing serious scrutiny from payment partners over content hosted on the platform. One specific trigger appears to be a campaign launched by Collective Shout, a group that recently criticized a game titled No Mercy for its graphic and disturbing content.
Collective Shout’s open letter to PayPal, Mastercard, and Discover alleged that by allowing the sale of games like No Mercy, platforms such as Itch.io and Steam were effectively enabling “rape, incest, and child sexual abuse game sales.” This public pressure appears to have caught the attention of payment companies, who in turn reached out to Itch.io with concerns.
In response, Itch.io decided to deindex all NSFW content from search engines and user browsing, meaning adult games will no longer appear in public listings. For now, affected pages are still live but hidden from discovery while Itch.io conducts a full content audit.
A Sudden Shift That Caught Creators Off Guard
The editorial team at Squaredtech.co reviewed Itch.io’s official statement and confirmed that the site acknowledged its lack of advance notice was “not ideal.” Developers and content creators were not alerted before the deindexing began. Many are now caught by surprise, unable to promote or share their adult games through normal discovery channels.
Itch.io justified the quick action by pointing to the need to maintain active relationships with payment processors. While the company is not removing the NSFW content immediately, it has made it clear that any future access to those pages will be contingent on a strict review process.
Once the review is complete, Itch.io plans to introduce new compliance requirements. One key change will be a mandatory checkbox for creators to confirm their content complies with the policies of any payment provider linked to their Itch.io account. Some games may be permanently removed based on the results of the audit.
This change has already triggered backlash across indie developer circles, where creators rely heavily on platforms like Itch.io for niche content, including visual novels and adult-themed games that do not fit mainstream publisher guidelines.
Steam Also Reacts to Payment Partner Pressure
This isn’t an isolated issue. Valve has also begun removing explicit games from Steam, citing similar concerns from payment providers. Over the past week, dozens of adult-themed titles have quietly disappeared from the platform.
These removals point to a larger trend where third-party payment companies now influence what games remain available. While Valve and Itch.io are not directly responsible for setting payment rules, they must comply to keep financial operations intact.
Earlier issues also show how vulnerable platforms can be. In December, Itch.io briefly went offline due to a bogus phishing claim involving toy company Funko, adding to a string of setbacks the site has faced. That issue was resolved quickly. However, this latest controversy may take longer to settle.
Final Thoughts from Squaredtech
At Squaredtech.co, we see this moment as a turning point in indie game distribution. Itch.io’s move to remove NSFW content from search visibility is not just a technical update—it’s a reaction to mounting pressure from external forces, especially those holding the financial keys.
Creators now face stricter guidelines and fewer options to share their work. Meanwhile, platforms must juggle creative freedom with payment compliance. Itch.io’s next steps, including the upcoming content audit and checkbox policy, will likely define how much adult content remains on the platform.
For now, NSFW creators should prepare for tighter rules, and both developers and players should watch how these changes impact availability, discoverability, and creative expression in the gaming community.
Stay tuned to Squaredtech.co for more updates on content policy changes across digital platforms.
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