I don't think the reason is primarily that games target men but rather that very few women are interested in this stuff:

Traditionally feminine activities and aesthetics are a wellspring of untapped potential in video games. In Consume Me, your strategy is informed by a collection of cute outfits that offer various stat boosts. Terry Ross’s Sweatermaker is a crafting game inspired by the real process of knitting.

That sounds like the stereotype out of a 1950s commercial that more than a few women I knew would think of as kitsch. I don't even think there is something that gendered for men either, for example some of the more stereotypical cartoonish fantasy or action franchises of the 80s or 90s have relatively little appeal with guys today. And personally I think that's probably a good thing because anything that targeted at a demographic tends to be, to put it mildly not exactly an artistic achievement

I recently saw a video essay by a woman about the surprising popularity of the souls-game and horror genre among women, and the extent to which she appreciated the more 'monstrous femininity' (which you also get in folklore) and I was thinking, maybe you don't get 'chick lit' in games because ironically enough the average gamer now demands more aesthetically mature media than the average reader. You can't make a 50 Shades of Gray game.