Miami Will Receive $3 Million From Rockstar to Promote GTA 6 Despite Protests Over Giving the City a Violent Image
With just over two months until Grand Theft Auto 6 launches on PS5 and Xbox Series X|S, Rockstar is speeding up its marketing campaign, which includes products such as limited-edition GTA 6 DualSense controllers.
Rockstar also has bigger plans for Miami, the city that inspired Vice City. The company had been in talks with local officials about transforming parts of Miami to promote GTA 6. Those original plans did not go ahead, but Rockstar has now agreed on a different promotional campaign with the city.
Despite protests from people such as Miami-Dade County Sheriff Rosie Cordero-Stutz and Commissioner Juan Carlos Bermúdez, Miami will receive $3 million to advertise the game.
Rockstar Pays Miami $3 Million to Promote GTA 6
GamesRadar+ reports on the results of the Miami vote on GTA 6. With four votes in favor and three against, officials agreed to allow the game’s marketing campaign.
The original plans included changing the name of the airport, creating special murals, and decorating the Metromover. These plans have not been confirmed, but it is known that the promotional activities will not appear on city-owned properties or at the traditional Art Basel fair in December.
GTA 6 will appear on beach umbrellas and chairs, along with other decorative elements and special events, for a total investment of $3 million. This is good news for the city’s finances, but not for some members of the city government.
Commissioner David Suarez made his concerns clear, saying, “You can’t spend years telling the world that Miami Beach has changed, imposing some of the toughest Spring Break restrictions we’ve ever had, to change our brand and our image. And then turn around and voluntarily promote the very image we’re trying to leave behind.”
To support his argument, he showed the media the criminal activities that can be carried out in GTA 6.
His colleague at City Hall, Commissioner Monica Matteo-Salinas, has the opposite view. “I played it in 1997, when it first came out; I played it in 2002 when it came out, the Vice City version, and I’m going to play it again when this one comes out,” she said.
“It’s a video game; it’s fake. We can be who we are and make a nod to this video game without endorsing it. This won’t affect our brand. This is a win for gamers, and gaming nerds, such as myself.”
Miami has therefore accepted GTA 6’s appeal — and its money. The promotional campaign will begin ahead of the game’s release on November 19 for PS5 and Xbox Series X|S.
In other GTA 6 news, Take-Two CEO Strauss Zelnick was asked about the game’s $80 price tag, saying that calling it an “incredible bargain” is a “gross understatement.” In addition, GTA 6 features Rockstar’s “most detailed and varied character population” yet.
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