A question:
The guys in games usually prefer get power: explode and destroy all, solve complex challenges, get powerful itens, compete more and that sort of thing.
The girls in games usually prefer get control: customize the character, can wear different clothes, get rare items, socialize more and that sort of thing.
In your opinion, what there and what's not there in games that girls like more?
My favorite parts about games (in order of how much it's important to me) - Note that I'm probably a pretty typical girl gamer - but these are my own opinions and preferences, so take that into consideration!
1. Leveling Up and Controls - there's something awesome about the feeling of reaching the next level. If a game doesn't have a great leveling system, I tend to quit it early on. It's got to be easy at the beginning (instant gratification) and get harder as you go (more challenging to keep it interesting). The controls have to be simple enough to learn fast and not feel awkward to play. If a game has nothing good except these two things, I still might continue to play it because it's still fun.
2. Customizing Character - You got me here. I love to make my character look like me. Or alternatively, I like to have blue hair. Go figure. Having more options (I know, it's crazy how many art files you need...) is better than having no option at all. If you're going to offer customization, do it right... give a lot of choices. Otherwise it feels disappointing.
3. Puzzles - I love, love, love environmental puzzlers like the old school Myst PC game (one of my all-time favs). I like mental puzzles like the Survive game (for android phones) I also love physics puzzles and spacial puzzles: Smash Hit, Cut the Rope, Alto's Adventure, Osmosis, Angry Birds. I like all kinds of puzzle games though: I play chess and poker, I like 2048, Sudoku, Crosswords, Words with Friends...
4. Social - I admit I love the social aspect to games. I like a game that has an unobtrusive chat that I can hide out of the way if I want to, but if I just feel like chatting with my in game buddies, I can open it up and be goofy with them for a break in the action.
4. RPG Character Roles - When I play RPGs, I usually play healers or support roles, preferring not to hack and slash as much as spellcast and assist my team through the game. Integrating other types of character roles besides the hack-n-slash would appeal to more girls. My favorite RPG of all time was Everquest, but I play a lot of RPGs, they're my favorite type of game. Some other ones I've played and liked for different reasons: WoW, Maplestory, Order and Chaos. I've played D&D style card games, to me they are not as fun because they lack any control to the action and immersive gameplay.
5. Action/Timing in Platformers - I started out playing games as an adolescent with Super Mario Bros 3 (on Super Nintendo) back in the early 90s. I wouldn't stop playing until I beat the game. I love these types of skill/reflex/timing games and always will, and play many variations on this genre all the time. My second game was the Lion King game for Super Nintendo when I was young - again, a 2D platformer, but with some nice challenges and great artwork. In platformer games, I don't mind that the character is a boy so long as the storyline and action follows that. If the story is good and it makes sense that I play the character in the story, then playing a male toon isn't weird. It's when there's no plot and I'm forced to play a boy for no reason that I get annoyed.
6. Story - In all games, if it's got an engaging story, it could be boring gameplay but I might still enjoy it. I think I'm weird in this aspect - but I really love to read books, so that's probably why I feel this way.
7. Artwork - Even though I'm an artist, I've played a lot of games that I love that look terrible. That being said, if the game art is nice, I want to play it longer. If it's awesome, I'm glued. I've played games that had a bad gameplay but nice art - ultimately I enjoy them somewhat, but not as much as games that have nice gameplay but bad art. The best, obviously, are ones that have great gameplay and at least decent artwork.
8. Adventure and Surprise - I love games that take me to a new place or time. Ones that offer a new reality. People play games for a lot of reasons - for me, I like to explore and find hidden maps, easter eggs, and unlocking special challenges that you can only do if you really explore and dig around.
9. Competition - I like to be on the top of the leaderboards. Having a social aspect to scoring is always appealing, I think regardless of gender.
I hope this helps you out, but if not, let me know - I'm happy to explain!