# “I don’t think it’s worth any amount of money” – Controversial real-life GTA 6 advertising campaign passed by City of Miami, but brand can only appear “discreetly”

- URL: https://talkfuse.com/story/i-dont-think-its-worth-any-amount-of-money-controversial-real-life-gta-6-advertising-campaign-passed-by-city-of-miami-but-brand-can-only-appear-discreetly/
- Published: 2026-09-11T20:02:33+00:00
- Updated: 2026-09-12T02:16:11+00:00
- Original publisher: Eurogamer
- Original article: https://www.eurogamer.net/gta-6-miami-beach-marketing-campagin-negotiations-approved
- Topics: Celebrity, Entertainment, Gaming, GTA 6

## Key points

- Miami Beach approved 4-3 to negotiate a GTA6 marketing deal with Rockstar.
- Deal worth $3-4m; ads limited to discreet beach chairs/umbrellas, no city landmarks.
- Separate Kaseya Center sign deal reportedly also close to completion.

## Summary

Miami Beach's city commission has voted 4-3 to approve negotiations with Rockstar Games over a marketing tie-up for Grand Theft Auto 6, despite fierce objections from officials over the game's violent content. The decision matters because it sees a US city government formally agreeing to promote a franchise built around simulated crime in exchange for several million dollars, prompting public criticism from local law enforcement and reigniting long-running debates about civic bodies partnering with violent media brands.

Under the deal, Rockstar is expected to pay around $3m, though commissioners indicated the city could secure closer to $4m in benefits, potentially funding an unfunded Flamingo football field renovation. GTA6 branding will only appear "discreetly" on Boucher Brothers beach chairs and umbrellas using the roman numerals VI or "Vice City" rather than the full game name, running from 15th October to the end of the year but excluded from the Art Basel event and any city property or landmarks. Commissioner David Suarez opposed the tie-up after screening GTA5 and GTA6 preview footage, while Miami-Dade sheriff Rosie Cordero-Stutz warned against government promoting "a fictional identity centred around" crime; separately, journalist Francisco Alvarado reported Rockstar, Miami-Dade County and Miami Heat affiliate Basketball Properties are nearing a further deal for a large GTA6 sign atop the Kaseya Center.

## Coverage

- [Eurogamer: “I don’t think it’s worth any amount of money” – Controversial real-life GTA 6 advertising campaign passed by City of Miami, but brand can only appear “discreetly”](https://www.eurogamer.net/gta-6-miami-beach-marketing-campagin-negotiations-approved)
- [IGN: Miami Approves 'Discreet' GTA 6 Marketing Campaign So the City Can Fix Its Football Field](https://www.ign.com/articles/miami-approves-discreet-gta-6-marketing-campaign-so-the-city-can-fix-its-football-field)

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.