This article analyzes ethically oriented design practices in the field of massively multiplayer online role-playing games, taking into account the dynamics of recent years. In the context of accelerated industry growth, expected to reach approximately 244. 68 billion by 2026, destructive user behavior patterns, including toxicity, are acquiring social and economic significance, as they correlate with audience churn and declining revenue from microtransaction models. The empirical basis of the study is based on an analysis of the Malinovka project, presented on the malinovka. org platform, which allows us to identify the characteristics of social integration in a gaming space that replicates the Russian context. The methodology includes a systematic review of scientific publications indexed in Scopus, WoS, and IEEE, as well as an analysis of the potential of generative AI algorithms, such as EGBAD and CTGAN, for identifying borderline user behavior. The study proposes a four-phase model of the player lifecycle and substantiates the use of the ETHIC framework for constructing inclusive gaming environments. The findings demonstrate a link between prosocial design elements, transparency of reputation mechanisms, and audience retention rates, as well as with an increase in player lifecycle length in the 2026 market environment.
Nikita Nosov (Thu,) studied this question.