Miami Beach approves $4 million Rockstar Games marketing deal for GTA VI

The Miami Beach City Commission has narrowly approved a marketing campaign for Rockstar Games to promote Grand Theft Auto VI, with a vote of four to three. The deal, estimated to be worth approximately $4 million, aims to transform parts of the city into a real-life version of the game’s fictional setting, Vice City.

The proposed campaign includes placing themed branding on beach umbrellas and chairs along the coast, as well as a large sign reading ‘Welcome back to Vice City’ on the Kaseya Center. The marketing is expected to run from mid-October through the end of the year, excluding the Art Basel event in December.

The decision has sparked significant political debate. Opponents, including Commissioner David Suarez and Miami-Dade County Sheriff Rosie Cordero-Stutz, expressed concerns regarding the game’s depiction of violence and the potential for the brand to be associated with criminal activity. Conversely, supporters like Commissioner Laura Dominguez highlighted the economic benefits, noting that the city intends to negotiate for a higher fee than the initially discussed amounts.