Abstract <p>The role of digital gamification in the development of the information and service infrastructure of modern Russia is considered. The main approaches to the study of the phenomenon of gamification are analyzed. The effects of using the tools of game mechanics and principles in the social and political communications of young people are presented in detail. The theoretical grounds for measuring the use of information and communication game elements to adjust the political behavior of the youth audience are proposed. Particular attention is paid to the potential of gamification in promoting traditional values, forming a patriotic agenda and strengthening the information and technological sovereignty of the country.</p>