Rockstar Games' extensive marketing campaign for Grand Theft Auto 6, set in a fictionalized Miami known as Vice City, is drawing attention and criticism from Miami-Dade County officials. Ahead of the game's November 19 release, the developer has launched a series of real-life activations in the Miami area, including blimps, branded beach equipment, and themed vehicles.
These promotional efforts have sparked debate among county commissioners. Some officials, like Commissioner René Garcia, have expressed concern that the marketing portrays Miami as a "murder capital." Commissioner Micky Steinberg stated a philosophical opposition to moving forward with such partnerships. However, others, such as Chairman Anthony Rodriguez, have urged colleagues to remember the fictional nature of the game, emphasizing that "We are all adults in this community. We recognize it's just a game."
Despite the pushback, Miami-Dade County Mayor Daniella Levine Cava and her office are anticipating significant revenue from the partnership with Rockstar. Chris Hudtwalcker, the mayor's chief of staff, described the marketing activations as a "love letter" to the city. The partnership includes a $975,000 project at the Kaseya Center, which proceeded without commission approval due to the mayor's authority for deals under $1 million. The mayor's office is reportedly exploring further promotional opportunities with Rockstar at city airports and ship ports, though these will likely require commission approval.
Beyond the Miami area, Grand Theft Auto 6's marketing has also made appearances in other major cities, including Chicago and New York. The game is scheduled to launch on November 19 for PlayStation 5 and Xbox Series X|S.