Miami agrees to advertise GTA 6 in exchange for fixing their football field

| Games News Writer Published September 11, 2026 1:40pm Updated September 11, 2026 1:40pm Coming to beach chairs in Miami (Rockstar Games) Rockstar Games has been granted approval to advertise GTA 6 in Miami Beach, as the game contributes to a surge in Netflix subscribers. As GTA 6’s release date of November 19 approaches, advertising has ramped up to promote what will likely be the biggest gaming launch ever. Between Extended Look presentations on Netflix and articles in Dazed magazine, Rockstar is casting a wide net to drum up anticipation for GTA 6 – even if the franchise is one of the most ubiquitous in gaming and doesn’t really need any more exposure. Despite this, Rockstar has successfully won another marketing boost thanks to the city of Miami Beach, who have approved ‘discreet’ marketing in the area. The decision was approved in a 4-3 vote by the city’s commissioners, and will see Boucher Brothers beach chairs and umbrellas adorned with the roman numerals of ‘VI’ or the words ‘Vice City’, rather than any explicit mention of GTA or Grand Theft Auto. The campaign is set to run from October 15 to the end of the year, although it won’t be advertised during Miami’s Art Basel fair in December. Expert, exclusive gaming analysis Sign up to the GameCentral newsletter for a unique take on the week in gaming, alongside the latest reviews and more. Delivered to your inbox every Saturday morning. It was a divisive issue, with some commissioners protesting associating Miami Beach with the violence of GTA 6. ‘Miami Beach doesn’t need to sell its brand, its values, or its soul to help a multi-billion dollar game franchise make even more money,’ said commissioner David Suarez. However, the deal was largely pushed through based on the amount of money Miami Beach would receive from Rockstar, which was said to be ‘close to $4 million’ (£2.9 million). According to commissioner Tanya K. Bhatt, the money 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’. This isn’t the only marketing Rockstar is seemingly planning in Miami. According to local journalist Francisco Alvarado, Rockstar is set to have a rooftop sign above the Kaseya Centre, which is the home of the Miami Heat basketball team. It’s claimed Rockstar is trying to turn parts of Miami into Vice City as well, but these proposals have been protested by the county sheriff. GTA 6 looks set to take over Miami (Rockstar Games) GTA 6 is set in the fictional state of Leonidas, which is based on Florida and includes the Miami-inspired Vice City. It’s been revealed that Rockstar’s recent Extended Look for GTA 6 generated 100,000 sign-ups to Netflix in the US, according to Ampere Analysis. This is said to be the third-highest peak in new Netflix subscriber sign-ups in 2026, following the Stranger Things finale and the Rousey vs. Carano MMA fight. The showcase, which debuted on August 27, arrived on Netflix first before landing on YouTube six hours later. GTA 6 launches in November (Rockstar Games) Email gamecentral@metro.co.uk, leave a comment below, follow us on Twitter. To submit Inbox letters and Reader’s Features more easily, without the need to send an email, just use our Submit Stuff page here. For more stories like this, check our Gaming page. Arrow MORE: PS5 games line-up in shambles as Wolverine disappoints and Fairgames reappears Arrow MORE: Games Inbox: Is the PlayStation brand tarnished by Sony’s actions? Arrow MORE: Marvel’s Wolverine review – not the best there is at what he does GameCentral Sign up for exclusive analysis, latest releases, and bonus community content.