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Gamenics Theory is a massive collection of know-how for improving usability and playability based on lessons learned from Nintendo video games. The author comes to recognize that many design social game design principles can be interpreted as applications of Gamenics Theory. Gamenics Theory covers the highlights of emerging social game design, however, some of the social and revenue-generating factors are not covered because Gamenics Theory was originally coined for console games. In order to facilitate a better base for service engineering, the author proposes to extend Gamenics Theory to the wider scope of service engineering. The author coins the term ``Servicenics'' and discusses its implications for service engineering based on lessons learned in mobile social games in Japan.