Grand Theft Auto VI marketing is moving into Miami Beach following the start of pre-orders, with a localized advertising push that city officials have cleared to negotiate with Rockstar Games.
Per Eurogamer, Miami Beach has approved talks with Rockstar over a discreet promotional campaign. Rather than banners displaying the game's full title, the plan calls for subtle brand placement on beach equipment: deck chairs and umbrellas will carry symbols such as the Roman numeral VI or the wording Vice City. The campaign will not use the game's full name, a decision made to reduce pushback. Rockstar is expected to pay between 3 to 4 million dollars for these integrations. The rollout is scheduled to begin on October 15 and run through the end of the year.
Some Opposed GTA VI Advertising
Not everyone supported the agreement. Miami-Dade County Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermudes publicly criticized the promotion, issuing the following statement:
Grand Theft Auto is a video game series centered around criminal activity. Its fictional world includes murders, robberies, drug trafficking, car thefts, violence against law enforcement officers, and other actions that Miami police try to prevent every day.
Florida Governor Ron DeSantis also objected to the advertising, warning that visitors “should not expect the atmosphere of GTA when visiting Miami.”
In response to the criticism, Miami Beach officials reduced the scope of the advertising and removed the game's full name from the planned materials. Despite those limitations, city leaders and Rockstar anticipate the campaign will still generate visibility. The game is set to launch on consoles on November 19.
Tags: #Grand Theft Auto #Rockstar Games #GTA 6