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Western games are just as full of fanservice as
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Anime fanservice can use both of those meanings. For example, a guy looking up a girl's skirt climbing a ladder would be fanservice, as would reintroducing the fan-favorite line of "Yeah, now THAT'S a powerful punch!!!!!" that Character X's father always said in a previous series / season. It's servicing the fans - giving them what they want.
An example of this second type of usage would be in Mass Effect 3, when one of the characters says that Garrus had to leave because he had to calibrate the main gun, that's fanservice - it's something that fans of the series would get and understand and laugh about.