The Narutoverse is actually just an MMO called The Elemental Nations.

Nagato's username is TheSixPathsOfPain. He is the leader of the formidable guild known as the Akatsuki. The Akatsuki was originally a peaceful guild for PvE content created by three high school friends: Yahiko, Konan and Nagato.

Yahiko was the first leader, but he had to focus on his extra-curriculars and had to step down. Nagato recreated Yahiko's avatar to take over the guild.