Rockstar Games has received approval to promote its upcoming video game, Grand Theft Auto VI (GTA 6), in Miami Beach. The city’s commissioners voted 4-3 in favor of the campaign, which will use subtle branding—such as the Roman numeral "VI" or the name "Vice City"—on beach chairs and umbrellas owned by the Boucher Brothers. The advertising will run from October 15 through the end of the year, though it will be paused during Miami’s Art Basel art fair in December. The decision was controversial, with some commissioners opposing the link between Miami Beach and the violent themes of GTA 6. Commissioner David Suarez criticized the move, saying, "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." However, the vote was largely influenced by the financial benefits to the city. Rockstar is expected to pay Miami Beach nearly $4 million (£2.9 million), which officials say will fund the renovation of the Flamingo football field, a project currently without funding. Rockstar is also reportedly planning additional promotional efforts in Miami. Local journalist Francisco Alvarado reported that the company is seeking to place a rooftop sign above the Kaseya Centre, the home of the Miami Heat basketball team. These plans have drawn opposition from the county sheriff, who has raised concerns about turning parts of Miami into a real-world version of the game’s fictional "Vice City." GTA 6 is set in a fictional state called Leonidas, which is heavily inspired by Florida, including a Miami-like area known as Vice City. The game’s recent "Extended Look" presentation, which gave players a glimpse of the game, contributed to a significant increase in Netflix subscribers. According to Ampere Analysis, the event generated 100,000 new sign-ups in the U.S., the third-highest peak in new Netflix subscribers for 2026, following the Stranger Things finale and a high-profile MMA match. The presentation first appeared on Netflix on August 27 and was later posted on YouTube six hours later.