What role does the player have in Forza Horizon 3's festival?

In Forza Horizon 3, the player is the festival director.

This changes the series' usual setup. In the earlier Horizon games, the player is primarily an aspiring racer trying to rise through the festival. Forza Horizon 3 instead places the player in charge of the Horizon Festival in Australia, with the goal of expanding its reach and popularity.

Players grow the festival by completing races, challenges, and stunt activities that earn fans. Reaching fan thresholds allows them to establish new festival sites and unlock additional events. The player still drives and competes, but their story role is managerial as well as athletic.

The distinction can cause confusion because Keira Harrison manages the festival's day-to-day events in the narrative, while the player makes the larger strategic decisions. The player is therefore not a police officer, radio DJ, or rookie driver; they are the person directing the festival's expansion.