Miami Beach commissioners narrowly approved a measure on September 10 to negotiate a lucrative advertising deal with Rockstar Games for Grand Theft Auto VI, despite vocal opposition from some officials regarding the game's mature themes. The proposal passed with a 4-3 vote, allowing the city manager to explore an agreement worth millions to feature game advertising on local signage and other public spaces.
Commissioner David Suarez expressed strong disapproval, presenting footage from Grand Theft Auto V and the recent Grand Theft Auto VI trailer to highlight the game's violent content. He argued that associating Miami Beach's brand with such material, which includes depictions of police being targeted and criminals evading law enforcement, would undermine the city's values. Suarez stated he did not want the city's brand associated with the game, regardless of the financial incentive.
Conversely, Commissioner Monica Matteo-Salinas championed the deal, identifying as a gamer herself. She emphasized that her enjoyment of the game as a law-abiding citizen does not translate into real-world harmful actions. Matteo-Salinas framed the proposal as a win for the gaming community.
Mayor Steven Meiner noted the unusual nature of the proposal, as agreements and requests for proposals are typically reviewed by the commission before final approval. Questions were also raised about whether a lobbyist had influenced the fast-tracking of the deal. Despite these procedural concerns, Rockstar appears poised to secure its Miami Beach marketing campaign, while broader negotiations for advertising across the wider county continue.
Earlier, Miami-Dade Sheriff Rosie Cordero-Stutz had publicly criticized the potential collaboration. She characterized Grand Theft Auto as a franchise centered on criminal activities, including murder, robbery, drug trafficking, and violence against law enforcement, activities her office actively works to prevent.