Gameplay:

Need for Speed: No Limits has a heavy focus on street racing, vehicle customization, and avoiding the police.

The player must race in "Campaign races" (which is considered the game's story mode), "Car Series races" (where only certain cars may participate to win in-game rewards) and "Rival Races", which are ghost-based multiplayer races. As well, the player can participate in time-limited special events, where the player will be loaned a special car for use in the event. If the player finishes the event before the event time runs out, the player will be able to keep the loaned car as a completion reward.

Most cars in the game can be customized with wheels, body-kits, widebody kits, paint jobs, and wraps, in addition to performance upgrade. Unique cars acquired from time-limited special events (as well as Ferrari cars), however, can never be visually customized.