Miami Beach approves 'discreet' GTA 6 marketing deal worth millions
The City of Miami Beach has voted to let Rockstar Games advertise Grand Theft Auto 6 on its shores, but the deal has sparked a fiery debate among local officials, per IGN.
Commissioners voted 4-3 to approve negotiations for a marketing campaign that would run from October 15 to December 31 this year. Rockstar will pay the city at least $3 million in exchange for the promotional access, according to the report.
Not everyone was on board. Commissioner Ricky Suarez argued against the deal, per Kotaku, questioning the message of partnering with a game known for criminal themes. He reportedly held up a laptop showing the game's trailer during the meeting, pointing out scenes of police cars and gun violence.
Commissioner Monica Matteo-Salinas was a vocal supporter, stating she plays the game herself and is a law-abiding citizen. She framed it as a win for gamers, IGN reported.
The approved campaign will be "discreet" and "understated," according to the city's marketing director. Ads will not appear on city property like lifeguard stands or iconic public spaces, per Eurogamer. The plan reportedly involves using the Roman numeral "VI" in promotions, which officials suggested many people might not even understand.
One potential use for the incoming funds, as noted by IGN, is a renovation project for the Flamingo Park Memorial Football Field, which currently lacks proper funding.
GTA 6 is scheduled for release on November 19, 2026, right in the middle of the approved Miami Beach marketing window.
