There's no question that (non-casual) videogaming remains an overwhelmingly male-dominated entertainment medium, on both the producer and consumer side of things. As such, most games are made to appeal to traditional male tastes; in particular, your average game is some variant on a male power fantasy, with the usual heapings of sex and/or violence.
When it comes to characters, this usually means badass men and sexy women: both are idealized, but from the perspective of male tastes; the women are far more likely to be reduced to sex objects or McGuffins. So the male hero may or may not be attractive, but he is always confident and powerful (i.e., the sort of guy male gamers want to be); while the women may or may not be able to hold their own in a fight, but they are always sexy (i.e., the sort of gal male gamers want to bang).
That's an over-simplification, of course, but it's a reasonable generalization of the industry, IMHO. Fortunately, there are exceptions to the norm, like the ladies of Resident Evil: they're all attractive young women, but they're also capable and good at their jobs. Rarely are they reduced to the role of token love interest or damsels in distress (Ashley being an obvious exception).
Fighting games tend to represent the best and worst impulses of the game industry when it comes to female characters: Dead or Alive is a prime example. On the one hand, the women are meant to be sexy: physically well-endowed and usually dressed in rather ridiculously revealing outfits. [Personally I find the proportions on the DOA ladies to be disturbing and getting creepier with each release, but maybe that's just me.] So: male gaze. OTOH, they're all capable fighters: usually smaller and weaker than their male counterparts, but faster and more agile; they can outmaneuver their slower lumbering male opponents. So in theory: equal status.
Now as it happens, there are quite a few women who like the same things their male gamer counterparts do. But that's not the same thing as saying the industry is marketing those games towards women. There are women who enjoy good ol'-fashioned violence as much as any man; they just prefer it when the female characters are not a bunch of slutastic window dressing.