Payment giant Mastercard publicly denied targeting adult video games on Friday, but Steam owner Valve swiftly contradicted the claim, revealing that payment processors explicitly cited Mastercard’s brand-protection rules when forcing platform bans on NSFW titles across major digital storefronts.
Mastercard Refutes Pressure Allegations After Marketplace Crackdown
Following widespread industry backlash over recent marketplace restrictions on adult-themed titles, Mastercard released a brief statement on Friday attempting to distance itself from the controversy.
“Mastercard has not evaluated any game or required restrictions of any activity on game creator sites and platforms, contrary to media reports and allegations,” the credit card issuer stated. However, the company maintained that it still obligates merchants to implement strict controls to ensure cards “cannot be used for unlawful purchases, including illegal adult content.”
The financial network’s response came after advocacy group Collective Shout published an open letter to top executives at Mastercard, Visa, PayPal, and other financial institutions. The group heavily criticized payment networks for processing sales of controversial games depicting sexual violence, incest, and child abuse, specifically citing titles such as “No Mercy.”
Digital Marketplaces React to Financial Policy Threats
The pressure campaign triggered immediate shifts across independent and major gaming storefronts. Steam announced it would actively remove games that violate terms set by its “payment processors and related card networks and banks.” Shortly after, indie platform Itch.io removed adult games from its browse and search discovery pages while executing an extensive catalog audit.
Valve Hits Back: Payment Processors Cited Mastercard Brand Risks
Despite Mastercard’s attempt to shift responsibility away from card networks, Valve issued a direct rebuttal provided to PC Gamer and other industry outlets.
Valve explained that while Mastercard did not engage directly with them, the credit company applied pressure down the financial chain. “Mastercard did not communicate with Valve directly, despite our request to do so. Mastercard communicated with payment processors and their acquiring banks,” Valve clarified. “Payment processors communicated this with Valve, and we replied by outlining Steam’s policy since 2018 of attempting to distribute games that are legal for distribution.”
According to Valve, payment processors flatly rejected this defense, directly invoking a “risk to the Mastercard brand” alongside internal Mastercard rules prohibiting “illegal or brand-damaging transactions.”
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Ongoing Negotiations Leave NSFW Titles in Limbo
As the conflict unfolds, Itch.io confirmed it is currently re-indexing free games with adult content while continuing formal negotiations with merchant services. Among them, payment provider Stripe clarified its own stance, stating it remains “unable to support sexually explicit content” due to strict policies enforced by its underlying “banking partners.”
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