Mastercard claims it 'did not request any restrictions' on games on Steam or itch.io, but claims Valve pressured it through its payment processors

Steam and itch.io claim that they are no longer able to sell certain adult content due to pressure from credit card companies like Mastercard and Visa. However, Mastercard claims that it has not requested any restrictions, while Valve, the operator of Steam, denies Mastercard's claims.

Mastercard insists it has not 'required restrictions of any' game on Steam or itch.io, but Valve claims otherwise | Eurogamer.net
https://www.eurogamer.net/mastercard-insists-it-has-not-required-restrictions-of-any-game-on-steam-or-itchio-but-valve-claims-otherwise

In mid-July 2025, Steam removed certain adult games from its platform. In response, Steam updated its rules and guidance to include a very vague definition of the characteristics of games that should not be published: 'content that may violate the rules or standards established by Steam's payment service providers, associated card networks, banks, or internet network providers, in particular certain types of adult-rated (adult-only) content.' This led to criticism from gamers, who feared that 'any content that payment service providers, associated card networks, banks, or internet network providers do not want will be removed.' It has also been revealed that Steam's sudden restriction of adult games was related to pressure from the anti-pornography group Collective Shout on payment platforms such as Visa, PayPal, and Mastercard.

After Steam removed a large number of adult games, anti-pornography groups declared a 'victory against pedophile gamers,' and 'Gamers Outraged' became a trending topic on Japan's X (formerly Twitter) - GIGAZINE

Following Steam, itch.io also announced restrictions on adult content. itch.io explained the reason for the restrictions as follows: 'Following an investigation by payment processors, a group called Collective Shout launched a campaign against Steam and itch.io, expressing concerns to payment processors about the nature of certain content (adult content) present on both platforms, due to a game called 'No Mercy' that was briefly available on itch.io before being banned in April.' They clearly explained that Collective Shout's campaign put pressure on payment processors, forcing them to restrict some adult content. itch.io has since lifted some of its restrictions on adult content .

Following Steam, indie game marketplace Itch.io also begins cracking down on adult games - GIGAZINE

This incident has been criticized as 'de facto censorship from payment processing companies,' and some gamers have created lists of deleted content and started online petitions in opposition to censorship by payment processing companies.

In addition, GOG.com, a sales platform for PC games like Steam, has launched a campaign called 'FreedomToBuy.games' to oppose the de facto censorship by payment processors.

PC game retailer GOG.com launches 'FreedomToBuy.games' campaign to oppose adult content censorship by credit card companies, offering 13 adult games for free - GIGAZINE

In response, Mastercard released a statement on its official website on August 1, 2025. The statement was titled 'Explaining Recent Headlines Regarding Gaming Content' and stated, 'Contrary to media reports and allegations, Mastercard does not rate any games, nor does it require any restrictions on game creators' activities on its sites or platforms. Our payment network adheres to rule-of-law standards, which means all lawful purchases are permitted on our network. At the same time, we require merchants to have appropriate controls in place to prevent Mastercards from being used for illegal purchases, including illegal adult content.' Mastercard clearly explained that it 'does not require any restrictions.'

Clarifying recent headlines on gaming content
https://www.mastercard.com/us/en/news-and-trends/press/2025/august/clarifying-recent-headlines-on-gaming-content.html

In response, Valve, the company that operates Steam, told gaming media outlet Kotaku , 'Despite Valve's requests to contact Mastercard directly, they did not do so.' 'Mastercard contacted its payment processors and their participating banks, and the payment processors communicated their concerns to Valve. Valve outlined Steam's policy since 2018 to strive to distribute games that are legal to distribute, but the payment processors rejected this, specifically citing Mastercard's rule 5.12.7 and the risk to the Mastercard brand.'

Mastercard's Rule 5.12.7 states, 'A merchant shall not submit to an acquirer, and a customer shall not submit to an interchange system, any transaction that is illegal or that, in the entity's sole discretion, may damage the entity's goodwill or adversely affect its trademarks.' Eurogamer.net points out that this 'transaction that, in the entity's sole discretion, may damage the entity's goodwill or adversely affect its trademarks' is 'vague and gives Mastercard unlimited freedom to define what is and is not acceptable.'

Regarding 'transactions that, in the entity's sole discretion, may damage the entity's goodwill or adversely affect its trademarks,' Mastercard cites as examples 'sales of products or services that contain images that are patently offensive and lack significant artistic value (e.g., non-consensual sexual conduct, sexual exploitation of minors, non-consensual mutilation of human beings or body parts, bestiality, etc.).' It also lists 'any other material that the entity determines is unacceptable for sale in connection with its marks,' which, like the above, allows Mastercard to restrict any content 'at its discretion.' Furthermore, violations of Mastercard's Rule 5.12.7 could result in fines, audits, and even exclusion of the company by payment processors.

Industry insiders have expressed concern about the censorship-like intervention of credit card companies against Steam and itch.io, and the International Game Developers Association (IGDA) said, 'We are calling for greater transparency and fairness in adult game moderation and response on major platforms. We are concerned about the implementation of vague policies that delist or remove from platforms games that are legally, consensual, and ethically developed, particularly games that depict LGBTQ+ and vulnerable groups. Developers should be given clear rules, fair warnings, and the right to appeal. To be clear, the IGDA advocates for reform, developer voice, and platform accountability, not harmful content. The IGDA is collecting anonymous data to assess the impact of recent content removals and will use this data to advocate on behalf of affected developers.'

Press Release: Statement on Game Delistings – IGDA
https://igda.org/news-archive/press-release-statement-on-game-delistings/

On the other hand, many countries have begun drafting bills that could lead to restrictions on adult content, such as the UK's Online Safety Act , so 'the adult gaming industry may face a more difficult road ahead,' Eurogamer.net pointed out.