Miami Beach is officially getting into GTA 6 marketing and getting well paid for it. The city's City Commission gave the green light for negotiations with Rockstar Games on September 10th with a close 4:3 vote. From October 15th to December 31st, 2026, Miami Beach is set to become part of an official advertising campaign centered around GTA 6.
What exactly did Miami Beach approve?
The resolution authorizes City Manager James Reyes to negotiate a final contract with Rockstar – so it's not a done deal yet. Rockstar is expected to spend around three million dollars for the campaign in Miami Beach. Additionally, the city of Miami is simultaneously negotiating for over four million dollars for advertising space in other parts of the city. Plans include a "Welcome to Vice City" greeting at Miami International Airport, branded Metromover trains, and even manhole covers in a Vice City design. However, according to the stipulations, the brand terms "VI" and "Vice City" may only appear "discreetly" – so far, they are specifically intended only for private beach furniture such as sun loungers and umbrellas.
- Campaign duration: October 15th to December 31st, 2026
- Rockstar's budget for Miami Beach: approximately 3 million dollars
- Additional negotiations for Miami: over 4 million dollars
- Planned elements: Airport greeting, branded Metromover trains, manhole covers in Vice City design
- Brand usage officially restricted to "discreet" placement, including on beach loungers and umbrellas
Why is the deal drawing so much criticism?
Not everyone in the city administration is thrilled. Miami-Dade Sheriff Rosie Cordero-Stutz and County Commissioner Juan Carlos Bermudez are among the loudest critics of the campaign. Their argument: A game that centrally revolves around car theft, crime, and violence against police officers should not become the official emblem of a city. Proponents on the commission, however, point to the additional revenue for the city budget.
From our perspective, the dispute primarily shows one thing: GTA is no longer a niche topic, but an economic factor that even US city administrations are seriously debating. The fact that a sheriff, of all people, votes against advertising for a game about crime seems almost logical – but it also shows how much Rockstar, with its release hype, is now making waves far beyond the gaming world.
This isn't the only issue unrelated to the game itself, anyway: Just recently, Rockstar had to defend itself in labor court against allegations regarding terminated employees. And the fact that the GTA 6 hype is also taking on absurd proportions in the hardware marketing frenzy was recently demonstrated by the overwhelmed PS5 controller pre-sale with immediate scalper attacks.
Source: Eurogamer, Notebookcheck
What do you think of the advertising partnership – a clever deal or a tasteless blend of fiction and reality? Let us know your opinion in the comments!
Comments (0)
No comments yet — be the first to share your take.