Nival's Creative Producer Larisa Nuretdinova hopes this will expand Prime World's potential audience: "The idea is to introduce the MOBA genre not only to hardcore players who already love it, but to their friends who might be more casual, and of course to their sisters and girlfriends who may not be as hardcore."
To encourage both sexes to group up together, Nival has devised a special defensive buff that is only activated when a woman playing a female character is part of the team. According to Prime World's About page, "this bonus helps encourage beginning female players, who feel more helpful when fighting in a mixed group."
Prime World offers six heroes for free, three of each gender; additional heroes can be purchased with actual money. It's here, too, that real-world women have an advantage, as Nival is offering a discount for the ladies who go shopping in the game.
[Update: Kotaku reports that Nival later clarified that it is offering discounts for both genders purchasing the same gendered character.]