While the apparent host called it the Horror Game, that's just an alias. it's an ancient sect located in another realm, allowing for the creation of artificial 'cultivation' abilities which are gained through clearing missions in the game. Those who host the missions are high-level players entrusted such authority by the elders of the sect. There are also other figures called 'masters' who preside over the games as administrators within every mission, though they usually don't reveal themselves.