A Japanese free speech advocacy organization has called on major gaming platforms Steam and Itch.io to resist censorship pressure coming from payment processors rather than legal authorities. The Association for Freedom of Entertainment Expression (AFEE) issued a statement urging digital storefronts not to “give in to unfair pressure with no legal grounds” amid increasing reports of adult games being removed from platforms.
Over recent months, both Steam and Itch.io have restricted or removed numerous games with adult or controversial content. According to reports, these actions stem from behind-the-scenes pressure from payment giants like Visa and Mastercard, who have allegedly threatened to withdraw their payment processing services unless certain content is removed.
The situation shows a growing trend where financial companies, rather than lawmakers, decide what content can stay on digital marketplaces. Because Visa and Mastercard dominate the global online transaction space, losing their support would be devastating for any digital platform’s ability to process payments and keep running.
“This isn’t about following laws,” explained one industry insider familiar with the situation. “These platforms are being told to remove even legally allowed content or face being shut out financially. It’s a no-win situation.”
The pressure especially hits games with anime-style art featuring sexual themes, “fanservice,” and adult content involving animated characters. Even games that follow regional legal requirements are reportedly being caught in this unofficial crackdown.
Steam, the biggest PC gaming platform, has slowly tightened its content policies over the years, even though it previously moved toward allowing more adult content with proper age-gating. Itch.io, known for being more open and supporting experimental and niche games, has long been a safe haven for developers whose content might be turned away elsewhere.
The Japanese context adds another dimension to the story. While Japan has specific censorship laws, the country is generally big on creative freedom in games, manga, and anime. AFEE’s involvement reflects growing concern that international payment processors are imposing values that don’t line up with Japan’s cultural and legal norms.
