Miami Beach Approves GTA 6 Ad Campaign With Strict Conditions

Miami Beach has voted 4-3 to approve negotiations with Rockstar Games for a real-world Grand Theft Auto 6 marketing campaign, clearing the way for a multimillion-dollar advertising push across the city, though with notable restrictions on how the game’s brand can appear in public spaces.

The Deal on the Table

According to Eurogamer, Rockstar Games is currently expected to pay $3 million for the promotional arrangement, though commissioner Laura Dominguez, who disclosed several details of the ongoing negotiations during the meeting, indicated the city would push for a higher figure. Fellow commissioner Tanya Katzoff Bhatt suggested the final package could deliver benefits closer to $4 million. Bhatt also pointed out that sum would be enough to fully fund the Flamingo football field renovation project, which currently has no budget allocation.

The campaign is scheduled to run from October 15 through the end of the year. Notably, it will not operate during Miami Beach’s Art Basel event in early December, and advertisements will be kept off city-owned property, including landmarks and lifeguard stands.

A Discreet Presence

One of the more unusual conditions attached to the deal is how discreetly the game must be represented. As Eurogamer reports, GTA 6 branding will appear on Boucher Brothers beach chairs and umbrellas using only the Roman numerals VI or the words “Vice City.” The phrase “Grand Theft Auto” will not be used anywhere in the campaign. The restrictions appear to be a direct response to concerns raised during the commission meeting about the franchise’s reputation.

Xboxygen also notes that negotiations are reportedly close to completion on a separate deal involving Basketball Properties, the Miami Heat affiliate, Miami-Dade County, and Rockstar Games, which would place a large GTA 6 sign on the roof of the Kaseya Center.

Vocal Opposition

The vote was not without friction. Commissioner David Suarez played footage from both GTA 5 and the recently released GTA 6 extended preview during the meeting, and made his position clear: “I certainly don’t want to see our brand associated with this video game, I don’t think it’s worth any amount of money.” Miami-Dade County Sheriff Rosie Cordero-Stutz also went on record opposing the promotion, arguing that a government body endorsing a franchise built around criminal activity sends the wrong message to the public. Commissioner Bhatt countered that the campaign would arrive in Miami Beach regardless, and that refusing to participate would simply mean losing the financial benefit.

Sources: Eurogamer, Xboxygen