Sept. 12, 2026, 3:15 p.m. ET
The wildly standard however controversial Grand Theft Auto sport franchise is changing into a political difficulty in Florida as officers debate whether or not the true Miami ought to embrace its fictional counterpart.
Miami Seaside commissioners voted 4-3 Thursday to maneuver ahead with a proposed advertising and marketing marketing campaign tied to Rockstar Video games’ upcoming “Grand Theft Auto VI,” in response to IGN. The marketing campaign is anticipated to convey the town at the least $3 million, with Vice Metropolis-themed branding doubtlessly showing round Miami Seaside from Oct. 15 by means of Dec. 31.
The vote comes as Miami-Dade County considers a separate potential partnership with Rockstar.
County officers see the sport as a doable tourism and income alternative, however Miami-Dade Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudez have questioned whether or not the county ought to promote a sport constructed round fictional crime and violence, in response to Politico.
“GTA VI” is scheduled for launch Nov. 19. The sport takes place within the fictional state of Leonida, with its Vice Metropolis setting closely impressed by South Florida places together with Miami Seaside, Miami Worldwide Airport and the Everglades.
What Miami Seaside accredited
The Miami Seaside vote doesn’t imply Grand Theft Auto logos will cowl the town’s most recognizable landmarks.
Commissioner Laura Dominguez stated the marketing campaign can be “discreet,” with Vice Metropolis or the Roman numeral “VI” doubtlessly showing on seashore chairs and umbrellas by means of the town’s advertising and marketing companion, Boucher Brothers, in response to IGN.
Rockstar wouldn’t be permitted to put logos on metropolis property equivalent to lifeguard stands or different “iconic public areas.” The corporate additionally wouldn’t be allowed to promote GTA 6 throughout Artwork Basel Miami Seaside in December.
The marketing campaign is anticipated to generate at the least $3 million for the town. Commissioner Tanya Okay. Bhatt stated the overall advantages may strategy $4 million and advised that the cash may assist fund enhancements at Flamingo Park, in response to IGN.
Why some Miami Seaside officers opposed it
The Miami Seaside marketing campaign has drawn criticism from officers who say selling the sport may conflict with the town’s efforts to reshape its picture. Miami Seaside has been working lately to maneuver away from its repute as a spring break vacation spot related to partying and dysfunction, Politico reported.
Commissioner David Suarez questioned whether or not selling “GTA VI,” a sport centered on fictional crime and violence, matches with these efforts. He pointed to the town’s work to fight crime and dysfunction and argued that Miami Seaside doesn’t want to assist promote the sport, in response to IGN.
Different commissioners took a distinct view. Commissioner Monica Matteo-Salinas, who stated she performs the franchise, argued that enjoying a fictional crime sport doesn’t imply somebody will interact in prison habits. Commissioner Joseph Journal stated the sport will convey international consideration to Miami Seaside no matter whether or not the town participates within the marketing campaign, IGN reported.
The disagreement displays a broader debate throughout South Florida over how a lot the true communities portrayed in “GTA VI” ought to embrace the sport’s fictional model of the area. As Politico reported, Miami has modified considerably for the reason that period that helped encourage the sport’s Vice Metropolis setting, even because the franchise continues to attract closely from the world’s tradition and historical past.
Miami-Dade’s proposal faces pushback
Miami-Dade County is contemplating a separate partnership with Rockstar after the corporate approached officers about collaborating on the sport’s launch.
Concepts floated by the county embrace wrapping Metromover trains with Vice Metropolis branding, placing Vice Metropolis murals on public buildings and branding manhole covers, NBC 6 reported. One proposal additionally thought-about quickly rebranding Miami Worldwide Airport as “Vice Metropolis Airport.”
County officers stated they’ve mentioned the probabilities with Rockstar however that nothing has been formally agreed to or accredited. They stated the sport’s connection to Miami-Dade may generate income whereas showcasing the county to a big viewers.
Cordero-Stutz and Bermudez have known as for the county to rethink the proposal. Cordero-Stutz stated the sport’s fictional world consists of homicide, theft, drug trafficking, carjacking and violence in opposition to regulation enforcement.
Bermudez stated Miami-Dade ought to promote the neighborhood it has labored to construct relatively than a fictional model related to crime and violence.
The talk additionally drew a response from Chief Decide Ariana Fajardo, who requested that Miami-Dade courthouses and court-related services be excluded from any GTA-related advertising and marketing, branding or promotional actions, NBC 6 reported.
With “GTA VI” arriving in November, Miami Seaside has opted to pursue a monetary alternative tied to the sport whereas Miami-Dade continues to weigh whether or not the potential advantages are well worth the controversy.
Reporter Anthony Thompson might be reached at ajthompson@usatodayco.com, or on X @athompsonUSAT.