Rockstar Games’ Grand Theft Auto 6 is coming to real-life Miami after a city meeting resulted in the approval of a “discreet” – and controversial – marketing campaign.
The City of Miami Beach gave the OK for the famed game developer to bring GTA 6 to the area September 10, 2026, following a 4-3 vote in favor of the decision. The meeting saw strong arguments on both sides, with the deal promising that Rockstar will pay at least $3 million to the city as related logos and branding populate the town from October 15 – December 31.
GTA 6’s Vice City setting is, of course, based on the very real Miami, Florida, and Rockstar is looking to capitalize on that. Arguments against the move touched on the violence of the Grand Theft Auto series, which, as stated by Commissioner David Suarez, allows players to “steal cars, deal drugs, commit robberies, murder civilians, and assassinate police officers.”
“That’s their right. They can make it, they can sell it, and they can advertise it, but that doesn’t mean that the city of Miami Beach has to help them do it,” Suarez argued. “We ask our police officers every day to put themselves in harm’s way, protecting this community. We spend enormous resources fighting drugs, violent crime, and disorder, and we’ve spent over a million dollars over the past three years on a spring break marketing campaign trying to move Miami Beach away from an image of chaos and lawlessness.
“Now, we’re going to take our beaches, one of the most recognizable symbols of this city, and turn them into a space for Grand Theft Auto. What kind of message are we sending to the world?”
Later, Suarez added, “I don’t think that this is worth what they’re offering. I don’t think it’s worth really anything.” Commissioner Matteo-Salinas fell on the other side of the fence. Her vote to approve Rockstar’s GTA 6 marketing campaign came from her desire to represent gamers – herself included.
“I play GTA,” Matteo-Salinas said. “I played it in 1997 when the first game, the Vice City version, came out, and I’m going to play it again when this one comes out, and I’m not going to play the game and then go on a crime spree. That’s not what this is about.”
Commissioner Joseph Magazine agreed, arguing that, although “Grand Theft Auto isn’t for everyone” and “there are certainly aspects of the game we likely don’t want associated with the values” of Miami Beach, “we also have to deal with reality.” He added, “I can walk and chew gum at the same time.”
“This will be the biggest and most anticipated video game launch in global history, and whether we embrace this partnership or we reject it, millions and millions of people around the world are already going to experience a fictionalized version of Miami Beach through this game. We have no control over that. That spotlight’s coming.”
How exactly GTA 6 will take over Miami Beach in October was not revealed. However, commissioner Laura Dominguez did tease some of what’s on the table.
Rockstar will not plaster logos on city property, such as lifeguard stands or in “iconic public spaces.” She said Grand Theft Auto will be advertised “discreetly” with the city’s marketing partner, the Boucher Brothers. As mentioned by X/Twitter user @GTAVI_Countdown, the Boucher Brothers is a company Rockstar has parodied before, with its in-game spin instead called “Sol Sisters.”
Dominguez added that, through the October – December marketing window, Miami citizens will spot things like “Vice City or ‘VI'” on things like chairs and umbrellas. It suggests the words “Grand Theft Auto” won’t be visible in any official capacity, with the commissioner also saying that Rockstar will not be permitted to advertise GTA 6 during the city’s Art Basel, which is scheduled to take place the weekend of December 4.
“I think the city has done our part to make sure that our brand is protected but still keeping with the importance of the massive global reach that gaming has today, and the city is going to be receiving a couple million dollars,” Dominguez said.
She added with a smile, “If there’s wiggle room to negotiate more, let us know.”
Dominguez mentioned that the deal with Rockstar will give the City of Miami Beach money that is “critical.” How exactly the $3 million will be dispersed was not detailed, but Commissioner Tanya K. Bhatt expects the total benefits to produce a number closer to $4 million. She said, “[GTA 6] is coming to Miami Beach with or without us, and to pretend that it isn’t is a missed opportunity.”
One item on Bhatt’s mind when the money comes in is Florida’s Flamingo Park. Rockstar’s financial support could “in and of itself” pay for a Flamingo Park Memorial Football Field renovation project that is currently slated for next year but lacks proper funding.
“Our city manager and those of us who have engaged have been very clear that this is not to be an in-your-face marketing campaign,” she added. “It is very discreet, understated, [and] mostly the Roman numeral six, which most people won’t even understand. They’ll go around calling it ‘V’ or ‘VI,’ probably.”
GTA 6’s release date falls directly in its Miami Beach marketing window with a November 19, 2026, launch. It will be available for PlayStation 5 and Xbox Series X/S. IGN recently got in touch with Rockstar to learn more about how its new take on the series will be worth the wait, resulting in an interview and preview following its big Netflix extended look reveal.
Some fans have recently argued that Rockstar’s latest almost looks too realistic for its own good. Others are mostly just concerned with making sure they’re able to grab one of the new limited edition PS5 controllers.
Michael Cripe
Freelance Writer
Michael Cripe is a freelance writer with IGN. He’s best known for his work at sites like The Pitch, The Escapist, and OnlySP. Be sure to give him a follow on Bluesky (@mikecripe.bsky.social) and Twitter (@MikeCripe).
