The role of gender in the design of technologies has been a topic of growing importance in fields such as interaction design, HCI, and games. Understanding that technology development and usage practices emerge within the cultural processes, the authors propose in this chapter a discussion about the notions of traditional femininity, its relation to video games, as well as new approaches to female representation. It is also assessed the cultural understanding of gender, sex, and sexuality, as well as how these notions may influence the players experience. The issues discussed and briefly analyzed here point to a production and regulation of gender by technologies such as video games. Therefore, the goal is to assess how gender notions and relations influence the design and use of games in terms of visuals, narrative and sociability.