The paper presents a theoretical and empirical analysis of involvement phenomenon in massive multiplayer online role-playing games among high school students. The main features of the games that make them the most attractive to users and contribute to their active involvement in the game process are highlighted. The advantages of mass multiplayer online role-playing games are substantiated. On the basis of theoretical analysis the aim of the study was formulated - to identify differences in the manifestations of innovation and creativity in students involved and not involved in MMORPG. Hypotheses about the existence of significant connections and differences in the manifestations of innovation and creativity in those involved and not involved in this type of games are formulated. The study involved 120 students of 10-11th forms and was based on the following methods: 1) questionnaire to assess the degree of enthusiasm in role-playing computer games (E.V. Belovol, I.V. Kolotilova); 2) questionnaire for the study of gaming activity, experience and gaming genre preferences of the individual (the author - N. V. Omelchenko); 3) self-assessment scale of personal innovative traits (N. M. Lebedeva, A. N. Tatarko); 4) a multidimensional questionnaire "Innovation of a personality" - MQIP (O. B. Mikhailova); 5) "Creativity" test (N. Vishnyakova). As a result of the study, empirical data confirming the hypotheses were obtained. The conclusion presents a number of recommendations on the use of the plot potential of multiplayer online role-playing games for the development of high school students' personality in modern teaching practice.