Rockstar Games is launching an extensive real-world marketing campaign for Grand Theft Auto VI in Miami, but a county vote on October 20th will decide whether official partnerships proceed amid opposition from officials who reject the game's crime-themed depiction.
01Summary
- 01Grand Theft Auto VI launches on November 19th on PlayStation 5 and Xbox Series X|S, with a reported combined development and marketing budget of roughly $2 billion.
- 02Rockstar paid $975,000 to install a 'Welcome to Vice City' sign on the roof of the Kaseya Center, home of the Miami Heat, just under the $1 million threshold requiring county commission approval.
- 03Miami-Dade Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudez issued a joint statement on September 3rd urging the county to reject using public resources to promote the game.
- 04The Miami Beach City Commission approved a deal worth up to $4 million on September 10th for Vice City branding on beach chairs and umbrellas from October 15th through December 31st.
- 05Wynwood Walls began offering free admission to Miami-Dade County residents on October 13th through 2028, as part of a partnership with Rockstar that also added 10 new murals.
02Why it matters
The outcome of the county vote will determine whether Miami-Dade profits from the global attention of one of the most anticipated video game launches ever, or keeps public property entirely separate from a franchise that depicts a crime-ridden version of the city.
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