Following pressure from payment processors, notably Mastercard, the indie game platform itch.io temporarily removed adult games from its store but has since updated its content guidelines to allow adult titles under strict filters. Valve's Steam platform also delisted approximately 27,000 adult games after similar pressure, with payment providers citing concerns about brand damage. While Steam has begun relisting free NSFW (not safe for work) games, paid adult content remains unavailable due to ongoing payment processing issues. Mastercard has denied allegations of pressuring game storefronts to censor adult content, though Valve maintains that payment processors specifically referenced Mastercard's rules. In response to these censorship campaigns, industry groups and gamers have voiced opposition, with some players filing complaints to Visa and Mastercard. Additionally, GOG has launched an anti-censorship campaign by giving away 13 free adult games to raise awareness about the issue. The controversy has also drawn criticism from rights organizations condemning the targeting of digital content, particularly affecting girls and young women in some regions.