There was a period where inserting basic English descriptions into branding was trendy, I think just because english fluency was exploding at the time. Same reason shirts that saying something mundane like "I love hats" sold like hotcakes.

So Service Games might sound incredibly dull to us, it probably sounded cool and exotic to people at the time. Or maybe it was cringe to the general public, like all the silicon valley bros suddenly naming things with hindi words thinking it's cool and spiritual.