"Here’s the main reason the question of “what women want” is stupid: We all want exactly the same thing from our games. Oh, some of us may prefer puzzles, others strategic board games, and still others vicious PVP, but what we really want is fulfilling entertainment.In games with a narrative (most video and tabletop roleplaying games, for instance), this means that we want to be heroes—reluctant heroes, action heroes, and antiheroes, perhaps, but heroes nonetheless. On the more abstract, gamey side, we all want to be challenged, usually progressively, but not overwhelmed.Do some women want the chance to decorate their avatars in MMOs in greater detail? I can assure you that an equal percentage of men want exactly the same thing. Do some adolescent men like to drool over cheesecakes in chainmail bikinis in their game books? Well, plenty of men are turned off by such illustrations, too.In the end, the reason fewer women than men are attracted to all genres of gaming has everything to do with culture and almost nothing to do with “what they really want.” Almost all video and roleplaying games fail with women not because women don’t want to play such games, not because the games haven’t been successfully targeted to women, but because the games have been targeted at the hard core of a niche market. Most developers still market to the passionate minority. As soon as they start developing for people, not for “Men aged 18 to 35″ or “Women with $50,000 median income,” they’ll really start seeing a profit."
The Wii isn't taking the industry by storm by accident.