The problem is that the people most vocal about these things seem to not understand the basic economics/market forces at work, and that this isn't a hivemind- it's a bunch of micro-decisions by separate parties based on the same market outlook. Each one looks at the market research, and they all keep making the same profit-maximizing decision. How many times a year do we hear about studios being shut down, layoffs occurring, buyouts happening? When one underperforming game can lead to a 100+ job losses, why bother taking the risk? In the male-dominated direct comics market, new female-led superhero titles struggle on the market repeatedly in ways the male ones don't. I can't imagine that the dudebro action-shooter market is all that different, given the demographic overlap. You can't blame them for making the choices that they think will make the most money and let their team survive to live another day.
And that's the thing- the loudest complaints are about the genres that women are almost certainly least likely to play. Non-Nintendo AAA action console titles. We know that men and women don't have the same aggregate gaming behaviors, and that women are far more active in the social/mobile sphere. They play games, but the games they play do look different. Take SimCity Social's
Fireman. If that's not female-targeted character design, I don't know what is. The Facebook/Mobile space is heavily female. It makes an enormous amount of money. But those games don't count. Those games aren't
serious. They have as much chance of a GOTY title as a comedy does at the Oscars. And so they're ignored, because they're not offering the experience that is important to
serious gamers.
We know the genders behave differently. We have a tremendous amount of research that strongly indicates that there are far more than minor differences between us other than our bodies and hormones. And so we end up preferring different activities, different experiences, and yes, different games. And so research gets done, and demographic targeting rears its head. You can see this in other industries, like TV, quite plainly. TV networks now explicitly target demographics in order to sell their exposure to advertisers. ABC and Lifetime actively target women across their entire programming lineup. Spike TV? Young guys. CBS? Older people!. Fox News? Gullible old people. Products are now tailored specifically across age and gender lines. Games are no different. In the comics example above, I specified Superhero comics. Girls do buy a lot of Comics/Graphic Novels/Manga- it just tends to be other genres.
That's something that I think is a valid concern about this criticism- are these people actually consumers, or are they simply complaining from the sidelines, without any plans to invest their money into future titles? The producer for the DoA games mentioned in an interview that they always receive the most criticism about their Bikini DLC costumes, with people loudly complaining and asking for more "sensible" options. But at the end of the day, the Bikinis are always the ones that end up selling the best. DoA is a game series pretty blatantly based on pandering to the "male gaze market", with its emphasis on boob physics. Given that its fundamentally a cheesecake game, it doesn't really make much sense for them to back off the Bikinis, since they know exactly what demographic they're going after.
But girls do buy these games in these male-dominated genres, watch these Spike TV shows, buy these superhero comics, even though they may not do them at the same rate the guys do. And so I'd point to where progress really is obviously being made- to how they're depicted. If you compare MK9's female character models, based on mid-90s nostalgia, to the new ones in MKX, you notice the difference immediately. The new MKX characters aren't being portrayed in a sexualized manner. They might be showing skin, or have tight clothing, but none of it comes across as pandering to the male audience's sex drive. Slowly, we're seeing that sort of "Duke Nukem"-style pandering move its way further and further outward towards the margins of the industry. Because they realize it's a turn-off to female players. Because they don't want people to be embarrassed to play a game in front of their family members, or for a parent or aunt/uncle to leave their game on the selves in favor of another one. Just like with Booth Babes, they've realized that kind of overt appeal to sexuality made a lot of people, male and female, feel uncomfortable/unwelcome, and so it's slowly been getting toned down. Those games directly appealing to that market for female sexuality will always be there, of course. They're just not the games you want at the center of the industry, and the industry's definitely been figuring that out.
And basic business economics is why we see Nintendo's push for much more female representation in their upcoming titles. The 3DS is unique among today's major consoles in that it's a nearly even 50/50 split between male and female owners. Nintendo's also primarily targeting young kids, and before the ages of 10-12, when adolescence and its effects set in, kids are much much more similar in terms of interests and habits than they are as teenagers and adults. Given these things, it makes perfect sense for them to actively start going for a much more gender-balanced slate of protagonists, because it expands their market reach and possibly might build a future market for them later as these kids age.