Smart question, heh. I noticed, somehow, that my other dating site had a 1 to 4 ratio of females to males, which was better than expect, but it started out like all-guys at first. They'll come eventually, I'm sure. But I'm also working on getting some advertising targeted to female-gamers, that should help.
I'm not sure on the rules yet. Keep it civil at least. Whatever encourages people to be themselves while at the same time getting more people to join. Lol.
