‘No Mercy’ Pulled from Steam After Global Backlash

Developed by Zerat Games, No Mercy sparked a fierce debate over the ethics of interactive media and the limits of creative expression. The game allowed players to take on the role of a male protagonist who was encouraged to “become every woman’s worst nightmare,” with content that included themes of sexual violence, domination, and incest roleplay.

For over a week, No Mercy remained publicly available in the UK for just £9.99, with no age restrictions, no PEGI rating, and minimal oversight from Steam’s parent company, Valve. The game was removed from the platform in Canada and Australia within 24 hours, but was only withdrawn from the UK after only after extensive media coverage and campaigning. “We expect every one of those [tech] companies to remove content as soon as they possibly can after being made aware of it,” said Technology Secretary Peter Kyle to LBC. “That’s what the law requires, it is what I require as a secretary of state, and it is certainly how we expect platforms who operate and have the privilege of access to British society, and British economy, to do.”

Developer Defends Content as “Fiction”

In an open letter published online, Zerat Games defended their creation, asserting that No Mercy had been misrepresented by media outlets and critics. They claimed the backlash was based on “false information” and suggested journalists and campaigners were using the controversy for clicks and fundraising opportunities. “People created videos and spoke with great conviction about things that weren’t in [the game],” the developer wrote. “Better yet, do some work yourself instead of blindly chasing views.”

It isn’t a niche forum or a password-protected kink site.

The statement also attempted to distance the game from real-world harm, arguing that the sexual themes – while extreme – reflected common kinks found in adult entertainment, including roleplay involving domination and taboo scenarios.

“Real incest is something disgusting, and we fully agree with that,” Zerat Games stated. “Rape. Here also, no one wants anyone to get hurt. However, it’s strongly connected with blackmail and male domination, which is also a fetish… I fully understand that for many people such things may be disgusting, but during sex, people should really do what they want, as long as they don’t harm anyone.”

However, this ignores two critical facts:

1. Steam is not an adult-only space. It isn’t a niche forum or a password-protected kink site. Steam is a platform with over 120 million monthly users, including those under 18. And the only barrier for them to view or buy ‘No Mercy‘ was a self-declared age check and a credit card.
2. Consent is not a kink when it’s not given. By centering gameplay around the simulation of rape and incest, the game doesn’t just cross a line – it erases it.

Zerat Games also alluded to studies suggesting that access to violent or sexual media does not increase, and may even reduce, violent crime – a claim that remains contested in the academic community.

Why the Online Safety Act Matters Now More Than Ever

This controversy highlights exactly why the Online Safety Act 2023 was introduced in the UK – and why full enforcement can’t come soon enough.

The Act gives Ofcom regulatory powers to require platforms like Steam to remove illegal or harmful content, enforce age-verification systems, and penalise non-compliance with fines of up to 10% of global turnover. “That sort of vile material is already currently illegal,” said Home Secretary Yvette Cooper. “We have stronger powers being brought in as part of the Online Safety Act… those powers are being rolled out at the moment.”

But the truth is, these powers are only effective if they are used. Right now, Ofcom says it cannot investigate individual complaints. Meanwhile, games like No Mercy slip through the cracks, exploiting a digital Wild West of unregulated storefronts and voluntary ratings.

While PEGI ratings are mandatory for physical game releases, digital distribution remains under-regulated. The Games Rating Authority told EuroGamer that No Mercy had not been submitted for age classification and that Steam has no obligation to enforce such standards.

This regulatory loophole places responsibility on platforms that have shown time and again they  cannot be trusted to prioritise user safety over profit.

Abuse Is Not Entertainment — It’s a Public Health Crisis

At Safeline, we work every day with people who have lived through the trauma this game treats as fantasy. Survivors of sexual abuse fight to be believed, supported, and heard. Games like No Mercy make that harder.

Media doesn’t exist in a vacuum. Studies show that repeated exposure to misogynistic and violent content can desensitise users and reinforce beliefs that enable abuse – particularly among young people still forming their views on relationships, consent, and gender roles.

Safeline joins Women in Games, survivor-led organisations, and child protection experts in condemning Valve’s handling of this incident. Dr Marie-Claire Isaaman, CEO of Women in Games, said it best:

“The fact that a game like this is available on Steam – one of the world’s largest gaming platforms – is utterly unacceptable. It sends a clear and distressing message: that violence against women is not only tolerable, but playable. That message has no place in our industry, our communities, or our society.”

This isn’t about censorship. It’s about drawing a line between expression and exploitation. Between storytelling and trauma glorification. Between satire and violence dressed up as entertainment. The withdrawal of ‘No Mercy’ is not a success story. It’s part of a broader culture where abuse is minimised, survivor voices are dismissed, and platforms avoid responsibility until it becomes a PR problem.

Safeline believes in a world where survivors are protected and believed. Where platforms are held accountable. And where abuse is never treated as a form of entertainment.

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