"Female players are more interested in the social networking function of games," said Li Hualiang, founder and CEO of Shinezone.

"That's why we have focused on this function in games like Flower Shop. Over time we have set up teams in the company to develop games for female players because this group of gamers used to be overlooked, resulting in a gap in terms of supply."

In late July, domestic gaming industry leader Shanda Group launched a campaign to design more Japanese style games which are generally well-received by Chinese female players.

Shanda Vice President Tan Yanfeng pointed out that the Shanghai-based company would be increasing its investments in the development of games for female players.