Forza Horizon 3 will include new weekly challenges dubbed Forzathon, Playground Games creative director Ralph Fulton told Polygon today at Gamescom.

The feature will include weekly, themed competitions where players can win prizes not available in other parts of the game. Challenges start in October, just after the game's Sept. 27 launch on PC and Xbox One.

Of note is the event Oct. 14, when players can win a Nissan Silvia S14, and an unannounced event Oct. 28-30. News on that event is still incoming, though Fulton said players will be able to win and drive a vehicle that "has never been drivable in Forza before, which you will not believe."

The Forzathon challenges are part of Playground Games' commitment to players beyond the game's launch date, Fulton said.

"It's not just about the game that we ship on day one," Fulton said. "It's about the game that we're adding to."