Foreign companies too are getting in on the act. Ubisoft, one of the global market leaders, brought several titles to this year's ChinaJoy that might appeal to female players, including the console game Just Dance.

Ubisoft's global CEO Yves Guillemot said he was surprised to see large groups of female players queuing to play their latest games at this year's ChinaJoy.

"Year after year, things have changed a lot in China. It's a good evolution. The more balanced the market is, the more likely publishers will create products for different groups of players".

The increased female presence extends to e-sports as well. A survey released by PayPal in late July shows that 23 percent of e-sports game viewers in China are women, the highest among all monitored markets.