The article is devoted to the analysis of the use of gaming technologies in the process of training undergraduate students in the “Service” direction at the Vladivostok State University of Economics and Service (VSUES). The features of understanding the game activity in the scientific literature, the role and place of the game in the educational process are considered. Authors focus on this type of interaction with students, such as game training in their practical activities. This type of work in the learning process allows you to simulate a real situation in which students can form and develop the necessary professional skills and gain experience working with people, as well as understand the specifics of a future profession. Due to its capabilities, game trainings attract the attention of various specialists to work with students. Based on the results of a sociological study among first-year students and graduates of this direction, the authors of the article made conclusions about the effective use of gaming technologies in the learning process. In addition, the authors note that gaming techniques in the process of training image-maker students allow developing important and necessary professional qualities, such as creativity, the ability to relax, the ability to understand other people and adapt to different communication situations.