GTA 6 could soon become part of Miami Beach’s real-world scenery, with city commissioners approving negotiations over a potential marketing deal with Rockstar Games despite concerns about the game’s portrayal of crime and violence against police.

The proposed arrangement could see GTA 6 advertising placed across Miami Beach, including on signs, beach umbrellas and other elements of the city’s landscape. The deal could potentially be worth millions of dollars, although its final value and terms have not yet been decided.

The proposal has divided opinion among Miami Beach officials. While some commissioners questioned whether the city should associate its brand with a game built around fictional criminal activity, others argued that the potential financial return and connection with gaming audiences made the proposal worth pursuing.

Commissioners raise concerns over GTA 6 imagery

David Suarez was among the commissioners who spoke against the proposal. During the meeting, he displayed footage from GTA 5 and the latest extended look at GTA 6 while explaining why he believed the partnership could clash with the image Miami Beach is trying to promote.

Suarez specifically pointed to scenes involving police vehicles and armed characters.

“A Miami Beach police car just rolled over, and here’s another one, getting away with an AR-15 shooting as they’re fleeing,” he said during the meeting. “Again, I certainly don’t want to see our brand associated with this video game, I don’t think it’s worth any amount of money.”

Some officials also questioned whether money from the proposed arrangement could instead be directed towards local priorities, including improvements to parks and basketball courts.

The criticism reflects a broader concern over whether Miami Beach should financially benefit from a franchise whose fictional world includes crime, violence and attacks on law enforcement.

Another commissioner says she plays GTA

Not everyone on the commission shared those concerns.

Commissioner Monica Matteo-Salinas strongly supported moving forward with the proposal and openly described herself as a GTA player. She said the motion represented a positive development for gaming fans and argued that enjoying a fictional game does not mean supporting the behaviour depicted in it.

“This is a win for gamers and gaming nerds such as myself,” she said.

Matteo-Salinas also highlighted the distinction between playing a fictional video game and real-world behaviour. She said she is a law-abiding citizen and does not own a gun, while still enjoying GTA.

Her comments provided a sharply different perspective from Suarez’s objections, showing the divide among commissioners over what the proposed Rockstar partnership would represent for Miami Beach.

Miami Beach has approved negotiations, not the final deal

The commission’s vote does not mean that Miami Beach has already signed a completed marketing agreement with Rockstar Games.

Instead, commissioners voted to give the city manager authority to negotiate with Rockstar on the city’s behalf. The aim is to work out the terms of the proposed advertising arrangement and secure as much financial value as possible for Miami Beach.

Mayor Steven Meiner pointed out that the process was unusual. He said agreements and requests for proposals, commonly known as RFPs, are normally brought before the commission for final consideration before being signed.

The meeting also raised questions about whether a lobbyist could have played a role in moving the proposal through the commission. However, the information provided does not establish that a lobbyist was involved.

For now, Rockstar appears positioned to continue discussions with Miami Beach, but the final agreement, including how much the city could receive, remains subject to negotiations.

Miami-Dade sheriff also opposes the collaboration

The proposal has faced criticism beyond Miami Beach’s commission.

Miami-Dade Sheriff Rosie Cordero-Stutz previously objected to the broader collaboration involving GTA 6 advertising. She argued that the franchise’s fictional criminal activities conflict with the work carried out by law enforcement officers in the real world.

“Grand Theft Auto is a video game franchise built around criminal activity,” she said last month. “Its fictional world includes murder, robbery, drug trafficking, carjacking, violence against law enforcement, and other conduct that the men and women of the Miami-Dade Sheriff’s Office work every single day to prevent.”

Her comments underline the central issue surrounding the proposed marketing arrangements: whether the financial opportunity presented by Rockstar outweighs concerns over the association between GTA 6 and Miami’s public image.

Rockstar deal moves forward despite opposition

Despite objections from some commissioners and law enforcement officials, Miami Beach has chosen to move ahead with negotiations.

The decision gives the city manager a mandate to discuss the proposed advertising opportunity with Rockstar Games and attempt to establish the deal’s financial and practical terms. A separate but related advertising agreement involving the wider Miami-Dade County government is also being negotiated.

For Miami Beach, the next step is therefore not the launch of a GTA 6 advertising campaign, but negotiations over whether the proposed partnership can satisfy the city’s financial goals while addressing concerns about the game’s depiction of crime and violence.

Until those discussions are completed, the size, scope and final terms of the potential GTA 6 presence across Miami Beach remain undecided.

Also Read: GTA 6 Will Not Launch on Xbox Game Pass, While GTA 5’s Last Game Pass Run Ended on April 15, 2026