The Florida city can now negotiate a discreet ad partnership with Rockstar through Boucher Brothers, after a tense debate over the game's content.
Sources polygon.com
Leonida is based on Florida, and Florida noticed. According to Polygon, the city of Miami Beach voted Thursday, 4 to 3, in favor of a GTA 6 marketing campaign worth at least $3 million. The vote lets the city negotiate a deal with Rockstar. Nothing is signed at this stage.
Per Polygon, quoting Commissioner Laura Dominguez via PC Gamer, the promotion would run through the hospitality firm Boucher Brothers, parodied on beach umbrellas in the game. Logos would appear on its chairs and umbrellas, not in "iconic public places" or on city property. Commissioner Tanya Bhatt insisted it is not meant to be "in-your-face". If a deal is reached, GTA 6 would show up, discreetly, from October 15 through December 31.
Commissioner David Suarez defended Rockstar's right to sell and advertise the game, while refusing to have the city help: Miami Beach is trying to move away from an image of chaos and lawlessness. Joseph Magazine replied that an officer had laughed at the idea that a video game would change their work. Monica Matteo-Salinas said the city would not be "giving away pistols and cocaine". The money would fund stalled projects, such as renovating the Flamingo Park football field.
Polygon also recalls that Miami-Dade county prepared a pitch deck with baggage claim areas and Vice City manhole covers, and that Sheriff Rosie Cordero-Stutz opposed it. For the city's world in the game, see the journal.
This is the first time a real municipality is preparing to host GTA promotion. The 4-3 split shows how divisive it is. Without a final deal with Rockstar, all that exists is permission to negotiate.
GTA 6 launches on November 19, 2026 digitally on PS5 and Xbox Series X|S, preloading on November 12, PEGI 18, at €79.99 or €99.99 for the Ultimate. No PC version has been announced.
Sources polygon.com
By Lara Rivolet · VI Countdown newsroom, OKALAM Studio