‘Miami-Dade County is not Vice City’: GTA 6 is taking over Miami—and dividing the county
Rockstar has already paid nearly $1 million for a rooftop sign on the Miami Heat’s arena, with a blimp, wrapped supercars, and free museum admission rolling out ahead of the Nov. 19 launch. A county vote on Oct. 20 could decide how far the takeover goes.
GTA 6, the highly anticipated Grand Theft Auto game, is set to launch on November 19. The marketing push for the game has already started drawing attention, with Miami already appearing to resemble Vice City. The city is set to generate between $3.25 billion and $5.2 billion in revenue in its first week, according to Newzoo's projections.
Rockstar Games, the developer of GTA 6, has reportedly spent around $2 billion on its development and marketing. Despite this, some county officials are opposed to the idea of using public resources to promote the game. Miami-Dade Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudez have urged the county to reject any promotional activations on county property, arguing that it should instead promote the real Miami-Dade.
The city of Miami Beach has approved a deal worth up to $4 million for discreet Vice City branding on beach chairs and umbrellas, while Miami has approved temporary banners worth up to $1.2 million. Despite the opposition, the county still has a chance to generate revenue through paid promotions at county facilities.
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