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Globally, mainstream digital gaming has long been marked by compulsory (hetero)sexuality and hypermasculine gender norms, making it an ideal arena for exploring gendered power relations. This article critically examines how the participation of Chinese women digital gamers has taken on a distinctive shape in the context of newly emerging local online games that serve as an extension of the market mechanism. We examine the players’ experience of two games: namely, a multiplayer online battle arena (MOBA) game,  King of Glory  ( wangzhe rongyao ), and an otome love simulation game,  Evol LoveR  ( lian yu zhizuoren ). Results of 31 in-depth qualitative interviews with Chinese women gamers show that Chinese women's gaming experience has been profoundly shaped by both changes and continuities in the norms governing Chinese women's participation in play, romance and sex. We conclude that Chinese MOBA and otome games are not isolated new media products, but actually part and parcel of a broader digital media economy which provides audiences and players with information and cues that reinforce the dominant view that women and men have fundamentally different characteristics.

From non-player characters to othered participants: Chinese women's gaming experience in the ‘free’ digital market