The open-world crime game GTA 6 is set for release in November. Before then, the game continues its large-scale "takeover" of real-life Miami. GTA 6's story takes place in Vice City, a fictional city modeled after Miami. Players will also explore surrounding areas in the game's version of Florida, known as Leonida.
Earlier this month, the GTA 6 logo was airlifted to the Casita Center in Miami to build hype for the game and an upcoming collaboration with the Miami Heat. Since then, Rockstar has significantly intensified its promotional efforts, launching a series of offline marketing activities in the Miami area featuring real cars, blimps, beach chairs, and other items.
However, these promotional activities have sparked controversy. Several Miami-Dade County commissioners have expressed serious concerns. They believe it is inappropriate for the local government to accept fees from Rockstar while promoting a game that features violence, murder, and various other "vices."
According to the Miami Herald, Commissioner Rene Garcia stated, "We are portraying Miami as a murder capital. In principle, I don't think we should proceed."
Miami-Dade County Mayor Daniella Levine Cava and her office hope to collaborate with Rockstar to promote GTA 6 in Miami, aiming to generate millions of dollars in revenue. Her Chief of Staff, Chris Huttewalker, described GTA 6's "takeover" of Miami as "a love letter" to the city.
Chairman Anthony Rodriguez holds a different view. He believes commissioners should remember that GTA 6 is merely a work of fiction. He stated, "We are all adults in this community. We know it's just a game."
Rodriguez, who also sponsored legislation related to licensing negotiations, believes that commissioners rejecting cooperation due to fictional plots and characters are venting their frustrations at the expense of their own interests. He reiterated, "This is a fictional game. We are all adults in this community... We know it's just a game."
In Miami, some residents have reported seeing GTA-style cars on city streets and a massive Vice City blimp flying overhead. Additionally, beach chairs and umbrellas bearing the game's branding are being sent to beaches in South Florida to promote GTA 6.
This marketing campaign is not limited to Miami. Other major U.S. cities, such as Chicago and New York, have also seen large-scale GTA 6 advertisements.
It is reported that the Mayor of Miami-Dade County can negotiate deals under $1 million without requiring approval from the local commission. This is why the Casita Center project was able to proceed without opposition, as its cost of $975,000 did not reach the $1 million threshold.
Levine Cava also hopes to reach more agreements with Rockstar to bring GTA 6 promotions to local airports, ports, and other locations. However, it remains uncertain whether these new agreements will ultimately be approved.
GTA 6 will launch on PS5 and Xbox Series X|S on November 19.