Miami Beach Commences Negotiations with Rockstar Games for Grand Theft Auto 6 Advertisements
- Miami Beach has voted 4-3 to negotiate a marketing deal with Rockstar Games for Grand Theft Auto 6.
- The city aims to secure approximately $3 million, with hopes of increasing this amount to nearly $4 million.
- Debate among commissioners centers around the game’s violent content and potential city branding implications.
The City of Miami Beach has initiated negotiations with Rockstar Games for a marketing campaign that would promote Grand Theft Auto 6 throughout the city. This decision comes after a narrow vote of 4-3 by the city commissioners.
Discussions surrounding the campaign raised concerns among some members regarding the violent nature of the game, while others emphasized the promotional benefits associated with Rockstar’s forthcoming major release. During the meeting, Commissioner Laura Dominguez revealed some terms of the proposed agreement.
The expected financial commitment from Rockstar is currently set at $3 million. However, Commissioner Dominguez emphasized that negotiations would seek a higher fee. Notably, Commissioner Tanya Katzoff Bhatt expressed that the ultimate financial benefit to the city could approach $4 million. The advertisements would be displayed subtly through Boucher Brothers beach chairs and umbrellas, utilizing Roman numerals “VI” or references to Vice City instead of the full title Grand Theft Auto.
The marketing campaign is slated to run from October 15 until the end of the year, though there will be no advertising during Miami Beach’s Art Basel event in early December. Additionally, these ads will not be permitted on city property, which includes landmarks and lifeguard stands.
Commissioner David Suarez voiced his opposition by sharing footage from both Grand Theft Auto 5 and the recently released extended gameplay preview of Grand Theft Auto 6. He commented, “I certainly don’t want to see our brand associated with this video game; I don’t think it’s worth any amount of money.”
Despite the opposition, other commissioners viewed the funding as essential for the city. Commissioner Bhatt argued, “This is coming to Miami Beach with or without us, and to pretend that it isn’t is a missed opportunity […] It’s actually close to $4 million or so in benefits to the city, which itself would pay for the Flamingo football field renovation project that is currently not funded, which is of vital importance to families all across the city.”
Additionally, freelance journalist Francisco Alvarado reported that agreements may be nearing completion for the Miami Heat’s affiliate, Basketball Properties, Miami Dade County, and Rockstar to install a large Grand Theft Auto 6 sign on the roof of the Kaseya Center.
The proposal has sparked ongoing debate beyond the city commission meeting. Miami-Dade County Sheriff Rosie Cordero-Stutz commented on the situation, stating, “Grand Theft Auto is a video game franchise built around criminal activity — we need to seriously consider the message we send when our own government promotes a fictional identity centered around many of those same crimes.”
News Courtesy of Eurogamer
