SHE'S GOT GAME

Male consumers dominate the Chinese gaming market, but the tide is slowly turning as more developers target once largely overlooked women

Female presence at previous editions of the China Digital Entertainment Expo and Conference, also known as ChinaJoy, was largely limited to show models. But the scenes at this year's Aug 3 to 6 ChinaJoy in Shanghai suggest that players in the domestic gaming industry developers have been busy targeting the wallets of the fairer sex too.

While men flocked to booths featuring the latest action games, Zhuhai-based game developer Xishanju's booth was filled with women. After all, the company's 3D dress-up game Yunshangyuyi is targeted primarily at them.