That's what I don't understand. I mean a large number of games aren't marketed to any major extent. They send out copies to be reviewed and maybe buy some banner ads, but they don't do TV spots or anything. Of those that are marketed in a larger fashion, most seem to be marketed as, well, games. There isn't a gender bias I can see. It is just "Here is a game where you can do X. Look at the pretty graphics. Buy it."
I guess I don't see what is needed here. Do women need things specifically targeted at them? Must the ad say "Hey ladies, this is a game for you,"? That doesn't seem to be useful because it only acts to segregate. It says "You girls aren't good enough for most games, here's a special one for you." To me it seems that the message needs to be that games are for everyone, all games. Your gender doesn't determine what you can do for fun.
I'm honestly interested in what you think they need to do to market to women. What about current game marketing fails? What sort of thing is needed to attract women?