I belive that in five nights at freddy's 3 you play as William Afton! The evedence is that i think Afton found out about Fazbear's Fright and figured out his son (Michel) failed to bring fazbears to the end! He goes in there to stop Fazbear once and for all... The phantoms are flashbacks of what happened in the old locations! I will shine more light on this later!