'We're not giving away pistols and cocaine to people': Miami Beach votes in favor of Grand Theft Auto 6 collab despite concerns

The Miami Beach city commission voted 4-3 on September 10 to allow a Grand Theft Auto 6 promotional campaign, despite objections from commissioners who argued the game’s violent content conflicts with the city’s image. Opponents highlighted the game’s portrayal of crimes like drug dealing and murder, questioning whether Miami Beach should associate itself with such themes. Commissioner David Suarez emphasized the city’s efforts to combat crime and rebrand its reputation, calling the partnership misaligned with local values.

Commissioner Monica Matteo-Salinas countered that the campaign would not involve distributing weapons or drugs, framing it as a tourism-focused initiative targeting GTA players who might spend money in Miami Beach. She dismissed concerns that the game could inspire real-world crime, arguing the partnership would bring economic benefits without promoting illegal activity. Commissioner Joseph Magazine also stressed that the game’s release was inevitable and that Miami Beach should leverage the opportunity rather than avoid it.

The campaign’s marketing will be subtle, with GTA 6 logos appearing only on private hospitality company Boucher Brothers’ chairs and umbrellas, not on public property. Boucher Brothers, a Florida-based hospitality management firm, is partnering with Rockstar for the initiative. The company’s branding is also featured in the first GTA 6 trailer as the fictional Sol Sisters, drawing a direct parallel to its real-world counterpart.

The vote authorized the city manager to negotiate a deal with Rockstar, though the campaign is distinct from a previously reported Miami-Dade County collaboration. The approval reflects a split among commissioners, with supporters arguing for economic gains and opponents warning of reputational risks. The final decision leaves open the possibility of similar partnerships with other Florida cities.