What's a good non-D&D name for the person playing the umwelt for characters, specifically in tabletop games where this is put on one specific player?

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Personally I feel that game master puts too much focus on it being a game, rather than telling stories, and "master" kind of indicate an authority that I generally don't like in roleplaying games.

#ttrpg

@corvidae - in my own game development work I vary between the terms referee or Director. Director is usually used when I'm trying to emulate a specific genre, and referee is for more action oriented games.