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.
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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.