Based on this article, it seems as if the ones failing women in the videogame industry may not be the industry itself, but certain types of women gamers, namely two types specifically - 1) the pretty girl gamer, and 2) the gaming feminist.

From the article:

Okay, I’m a gamer and a woman; we all know that. I’ve been gaming since I was 6 when my Dad introduced me to computer games on his Commodore 64 and from there on I loved gaming. During that time, the video game industry did not market to women or girls and yet I still chose to play video games. I didn’t care if they marketed the games to me, because I wanted to play just the same. I didn’t care if they were made for women or not. Even now I don’t care if the industry markets to women gamers, because I don’t choose my games based on whether they are female or male type games. I play something because it’s got good graphics, good game play and a story line that interests me. Nowadays with so many female gamers playing and demanding to be recognized by the industry, the gaming companies are trying to include women in their marketing. Funny thing is that when the companies fail to market the right way to us, the female community is suddenly up in arms like the gaming companies don’t get us, but truthfully the problem is that they can’t market to us, because they don’t know what we want, because we don’t know what we want.

Female gamers demand equality in the industry, and yet we are the ones destroying any chance of being taken seriously by flip flopping on how we want to be treated. As a female in the gaming community, I’ve realized through trial and error that we as a group make things worse for ourselves sometimes without even realizing it, because we as group can’t decide how we want to be treated as a group. If you look at all the women gamers out there, you will see there are generally three types of gaming females, and two of those types are the ones killing gaming for the other group.

Read the full article over at 4thegirlgamers.blogspot.com