Forget our screens, we’re about to see a lot more of Vice City in our everyday lives. On September 10, the Miami Beach City Commission voted to green light negotiations with Rockstar Games for a real-world Grand Theft Auto VI marketing campaign.
In a 4-3 vote that sparked discussion among officials given the game’s themes, the deal would allow Rockstar to advertise across Miami Beach equipment from October 15 through December 31 (pausing for Art Basel festivities in early December). This would include more discreet branding like “VI” and “Vice City” on beach chairs and umbrellas managed by the Boucher Brothers, as opposed to public spaces and city-owned landmarks.
Miami Beach expects to receive roughly $3 million to $4 million from the company, which supporters like Commissioner Tanya Katzoff Bhatt said could be used for the Flamingo Park Memorial Football Field renovation project slated for next year.
Opponents of the deal, such as Commissioner David Suarez, raised concerns about associating the city with the franchise’s depictions of violence and crime. They argued the marketing push conflicts with the city’s efforts to shed its spring break image of “chaos and lawlessness.”
On the other hand, those for the deal noted that rejecting it would be a missed opportunity to leverage the game’s global reach and that the city will be associated with the game whether it participates or not.
“This is a win for gamers and gaming nerds, such as myself,” Commissioner Monica Matteo-Salinas said. “I am a law-abiding citizen… but I do like playing this game.”
You can view the full Commission Meeting on Miami Beach TV’s YouTube Channel below.
Grand Theft Auto 6 is officially scheduled to release on November 19, 2026 for PlayStation 5 and Xbox Series X|S.
