•The GTA 6’s takeover of real-life Miami is intensifying ahead of the open-world crime game’s release in November, prompting pushback from local officials who say it portrays the city as a murder capital.
GTA 6 takes place in Vice City, a fictional stand-in for Miami, along with surrounding areas of its version of Florida known as Leonida. Rockstar’s marketing campaign has grown substantially since the GTA 6 logo was airlifted onto Miami’s Kaseya Center earlier this month, an effort tied to promotion of the game and an upcoming Miami Heat x GTA 6 crossover. The campaign has included real-life activations across the Miami area featuring real cars, blimps, beach chairs, and more.
The efforts have drawn controversy. Multiple Miami-Dade County commissioners raised concerns about accepting Rockstar’s money to promote a game centered on violence and murder.
“We’re depicting Miami like a murder capital,” Commissioner René Garcia said, according to the Miami Herald. Commissioner Micky Steinberg added: “Philosophically, I feel we should not be moving forward.”
Miami-Dade County Mayor Daniella Levine Cava and her office hope to bring in millions through its partnership with Rockstar. Her chief of staff, Chris Hudtwalcker, described the GTA 6 takeovers as a “love letter” to the city.
Chairman Anthony Rodriguez urged commissioners to remember that GTA 6 is fiction. “We are all adults in this community. We recognize it’s just a game,” he said, adding: “We cut our nose to spite our face.” Rodriguez sponsored the legislation authorizing the negotiations with Rockstar and warned against overreacting to made-up plot lines and digital characters.
Residents have reported seeing GTA-style cars on Miami streets alongside a massive Vice City blimp overhead, while branded beach chairs and umbrellas are being sent to beaches across south Florida. The marketing extends beyond Miami, with large ads spotted in other major U.S. cities such as Chicago and New York.
The mayor may negotiate deals under $1 million without commission approval—why the $975,000 Kaseya Center project proceeded without pushback. Levine Cava is seeking additional agreements with Rockstar to promote GTA 6 at the city’s airports and ship ports, though it remains unclear whether those will be approved.
GTA 6 launches on November 19 for PS5 and Xbox Series X|S. For more, check out the newly released launch trailer, which features some steamy scenes.
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