Miami Beach approves a $3 million GTA 6 campaign
Grand Theft Auto 6 is nearing release after several delays, and Rockstar is expanding its marketing well beyond the game itself. Set in Leonida, a fictional state inspired by Florida, the game returns to Vice City, its fictional version of Miami.
That connection has prompted Miami Beach officials to approve a proposed marketing partnership ahead of the game’s scheduled 19 November launch. The campaign could bring at least $3 million to Miami Beach, although the city still needs to negotiate the final agreement with Rockstar.
What the Miami Beach promotion will involve
The city voted 4-3 to allow hospitality company Boucher Brothers to negotiate the deal. The company is parodied on beach umbrellas featured in GTA 6, and the proposed promotion would place its campaign branding on chairs and umbrellas.
Commissioner Laura Dominguez said the advertising would be discreet. Commissioner Tanya K. Bhatt also stressed that the logos would not appear in iconic public places or on city property, and that the campaign was not intended to be an intrusive promotion.
Watch the city of Miami Beach vote in favour, or read further reporting from PC Gamer.
Why the proposal attracted criticism
Several commissioners opposed the partnership because of the game’s adult content. Commissioner David Suarez pointed to its depictions of car theft, drug dealing, robbery, murder and attacks on police officers. He argued that Miami police deal with those crimes in real life, while Miami Beach has worked to move its public image away from chaos and lawlessness.
“But that doesn’t mean that the city of Miami Beach has to help them do it.”
Commissioner Joseph Magazine offered a different view, saying a police officer he spoke with laughed at the suggestion that a video game would affect the work carried out in the city.
Commissioner Monica Matteo-Salinas, who described herself as a gamer, also rejected the idea that the promotion would encourage criminal behaviour. She said Miami would not be staging live-action scenes from the game or handing out weapons and drugs.
Where the campaign money could go
Supporters say the funding could help revive Miami Beach projects that have been delayed or left without adequate support. One possible beneficiary is the renovation of Florida’s Flamingo Park Memorial Football Field.
Magazine argued that engaging with the campaign would give the city more control over an event likely to attract attention, rather than simply avoiding it.
Miami-Dade has its own Vice City ideas
The Miami Beach vote follows a separate pitch from Miami-Dade County officials. That proposal included GTA 6-themed baggage-claim areas, game-inspired artwork and Vice City-style manhole covers.
Sheriff Rosie Cordero-Stutz criticised that concept, citing the game’s fictional depictions of murder, robbery, drug trafficking, carjacking, violence against law enforcement and other offences that Miami-Dade Sheriff’s Office personnel work to prevent.
When the Miami promotion could run
If Miami Beach and Rockstar reach an agreement, the discreet campaign is planned to run from 15 October through 31 December. Grand Theft Auto 6 is scheduled to launch digitally for PlayStation 5 and Xbox Series X on 19 November.
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