UKIE Addresses Adult Game Removals from Steam and itch.io Amid Payment Pressure

The UK Interactive Entertainment (UKIE), the trade body representing the UK video games industry, has issued a statement concerning the recent withdrawal of adult games from popular platforms Steam and itch.io. This action follows increased scrutiny from payment processors regarding the nature of certain content available on these sites. The developments have sparked a debate about age rating systems and their role in content moderation across digital platforms.

On July 11, 2025, itch.io announced it had 'deindexed' all adult content from its browsing and search functionalities, citing pressure from its payment processors as the primary reason for this decision. Similarly, Steam has removed several adult-only titles and has updated its guidelines accordingly. UKIE's response underscores the importance of established age rating frameworks in ensuring that both consumers and creators can engage with content responsibly.

According to UKIE, 'The UK games industry champions creative freedom while taking its responsibilities to players seriously. Clear and consistent age ratings are a crucial part of helping people make informed choices about the content they engage with.' This statement emphasizes the necessity for robust classification systems, such as the Pan-European Game Information (PEGI) rating, to protect younger audiences while allowing creators the freedom to publish diverse content.

The controversy has roots in a campaign initiated by the organization Collective Shout, which targeted Steam and itch.io for allegedly hosting games that promote inappropriate themes. The campaign intensified following the availability of a game titled 'No Mercy,' which was briefly available on itch.io before being banned. Collective Shout's open letter to payment processors highlighted concerns over games that allegedly profited from themes associated with violence and abuse, specifically targeting CEOs of major payment companies like PayPal, Mastercard, and Visa.

Leafo, the creator of itch.io, acknowledged the pressure from payment processors, stating, 'Recently, we came under scrutiny from our payment processors regarding the nature of some content hosted on itch.io.' This admission reflects the ongoing tension between content creators and payment facilitators in the digital marketplace.

The implications of these developments are significant for the gaming industry, as they raise questions about the balance between creative freedom and the protection of consumers. Industry experts have weighed in on the situation, highlighting the need for a more nuanced understanding of content moderation practices. Dr. Emily Carter, a senior lecturer in digital media at the University of London, explained, 'While it is vital to protect consumers, especially minors, from harmful content, we must also recognize the importance of allowing adult audiences access to diverse forms of expression. A one-size-fits-all approach may do more harm than good.'

Moreover, the impact of these removals extends beyond individual platforms; it may set a precedent for how other digital services handle adult content. According to a 2024 report by the International Game Developers Association, nearly 45% of developers expressed concerns about the increasing influence of payment processors on content availability.

Experts suggest that moving forward, a collaborative approach involving content creators, regulators, and payment facilitators will be essential in developing fair guidelines that respect both creative expression and consumer safety. This could involve enhanced transparency from payment processors regarding their content moderation policies and greater dialogue with stakeholders in the gaming community.

In conclusion, the recent actions taken against adult games on Steam and itch.io represent a critical intersection of commerce, creativity, and consumer protection in the gaming industry. As the dialogue continues, stakeholders must navigate the complexities of content regulation to foster an environment that supports both innovation and responsibility in digital media.