“I don’t think it’s worth any amount of money” - Controversial real-life GTA 6 advertising campaign passed by City of Miami, but brand can only appear “discreetly”

Miami Beach’s city council narrowly approved a Grand Theft Auto 6 marketing collaboration with Rockstar Games on September 10, 2026, voting 4-3 in favor of the campaign. The deal will see Rockstar pay at least $3 million to the city in exchange for “discreet” in-real-life advertising from October 15 through December 31, ahead of GTA 6’s November 19 launch.

The advertisements will appear on hospitality items like beach chairs and umbrellas from Boucher Brothers, a hospitality company that has been parodied in GTA 6. The relatively low-key approach to branding represents a compromise in the contentious decision-making process. The vote revealed significant division among commissioners, with critics expressing concerns about the game’s depiction of violence, criminal activity, and drug use—traditionally sensitive topics in the Miami community.

Supporters of the deal emphasized the promotional power of GTA 6, one of the most anticipated games ever made, and the substantial financial benefit to the city. Defenders of the campaign noted that the game is not actually distributing weapons or contraband, addressing one of the primary concerns raised during debate. The approved campaign capitalizes on GTA 6’s Vice City setting, a fictional version of Miami, making the real-world marketing tie-in particularly relevant for Rockstar’s promotional strategy.

The narrow margin highlights the cultural tension surrounding video game violence, particularly when real cities embrace marketing partnerships with games known for mature and criminal-themed content. Nevertheless, the financial incentive and the game’s anticipated impact on popular culture ultimately swayed the decisive vote.

“I don’t think it’s worth any amount of money” - Controversial real-life GTA 6 advertising campaign passed by City of Miami, but brand can only appear “discreetly”

Sources