Abstract:
"GTA 6" is about to be released, and Rockstar spent nearly one million US dollars to build a giant "Welcome to Vice City" billboard that has officially appeared on the roof of Miami's Casia Center. Miami-Dade County will receive $975,000 from the deal for the landmark building, which is also home to the Miami Heat.
This marketing move has previously been publicly opposed by local police. Miami-Dade County Sheriff Rosie Cordero-Stutz and County Commissioner Juan Carlos Bermudez have criticized the partnership for "promoting a fictional version of the community centered on crime and violence" and arguing that it runs counter to law enforcement's efforts to maintain public safety. Still, the deal moved forward, with County Governor Daniella Levine Cava signing the document on Sept. 10 and negotiations in Miami Beach approved in a 4-3 vote.
"GTA 6" is scheduled to be launched on the Xbox Series X|S and PS5 platforms on November 19. The Kasea Center sign will remain in place until at least the Heat's final home game day in 2027, during which national television broadcasts will undoubtedly provide it with considerable additional exposure.
In addition to CaSea Center, Miami Beach and the city of Miami itself have also reached a cooperation with Rockstar to jointly undertake the offline marketing display of "GTA 6". Since the game's large-scale debut on Netflix, Rockstar has disclosed very limited information to the outside world, except for issuing mod restriction guidelines. This purchase of real city landmarks with real money is also regarded by the outside world as its largest offline publicity move to date.
Comments