From Fortune · Cordell Jones · · 2m
GTA 6 hype divides Miami-Dade over Vice City tie-ins
As Rockstar Games markets Grand Theft Auto VI using Miami's real landmarks, county leaders clash over whether to profit from the game or reject it.
In brief
As Rockstar Games markets Grand Theft Auto VI using Miami's real landmarks, county leaders clash over whether to profit from the game or reject it. Miami-Dade County is split over whether to partner with Rockstar Games on GTA 6 marketing, with some officials rejecting the game's crime-focused image while others see…
The most expensive game ever made
Grand Theft Auto VI launches November nineteen on PlayStation five and Xbox Series X|S. Gaming platform Zero1 Gaming estimates its combined development and marketing budget at roughly two billion dollars, making it the most expensive…
Miami-Dade pitches promotional deals
On June twenty-nine, Miami-Dade officials submitted a pitch deck to Rockstar outlining promotional activations on county property.
Sheriff and commissioner reject the plan

On September third, Miami-Dade Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudez issued a joint statement urging the county to reject using public resources to promote the game.
“Miami-Dade County is not Vice City.”
County commission blocks major deals
At the County Commission's October sixth meeting, several commissioners led by René Garcia objected to the mayor's staff negotiating paid promotions at county facilities.
Kaseya Center sign slips under threshold
On September twenty-two, a helicopter lowered a giant pink Welcome to Vice City sign onto the roof of the county-owned Kaseya Center, home of the Miami Heat.
“Welcome to Vice City”
Neighboring cities move ahead independently
Miami Beach approved a deal worth up to four million dollars in a four-three vote on September tenth, putting Vice City branding on beach chairs and umbrellas from October fifteenth through December thirty-first.
Wynwood Walls offers free admission
Through a partnership with Rockstar, the outdoor street-art museum Wynwood Walls began offering free admission to Miami-Dade County residents on October thirteenth, running through twenty twenty-eight.
County decides on October twentieth
When commissioners meet on October twentieth, the question is whether the county gets paid for exposure to tens of millions of players or keeps public property out of the game entirely.
The essence
Miami-Dade County is split over whether to partner with Rockstar Games on GTA 6 marketing, with some officials rejecting the game's crime-focused image while others see revenue opportunity.




