// PC GAMER — GAMING
GTA 6 marketing stunt reveals none of our UK editors have heard of the Miami Heat
I don't even know ball but I feel like I'm losing my mind.
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At 8:35 am Central Time on Friday, October 2, PC Gamer audience development manager Cameron Bald shared a Twitter post by fan account GTA 6 Countdown. Miami's NBA basketball team, the Heat, is doing a cross-promotion event with Rockstar, "A Night in Vice City." The team will temporarily rebrand, though from what I can tell it's as "Vice City" and not "The Vice City Heat," which feels weird but what do I know.
None of us were particularly enthused by the branding exercise, but noted negative nelly and Glasgow-based PCG online editor, Fraser Brown, took particular umbrage, wondering "Who the hell doesn't know GTA is coming?" Cameron offered a fairly compelling rebuttal: "The super-casual types who are still on a PS4 and need convincing that GTA 6 is worth getting back into games over." Lead SEO editor Lauren Morton likened it to a chocolate bar at the checkout counter: This isn't an exercise in persuasion, but flooding the zone.
Fraser was not persuaded, doubting the efficacy of the campaign. We got our first indication that something was amiss at 8:54 am. "A basketball stunt is so much more niche than, say, the Netflix trailer," Fraser argued. Niche? The Miami Heat? The multi-billion dollar NBA franchise with three championship victories to its name? The one that signed LeBron for a while in the 2010s and made everybody mad (I don't really know ball either)? That Miami Heat?
Then, the whammy: "I guess it's gonna land differently with Americans. To me, this is insanely niche. I had to google Miami Heat."
I was just logging on to work myself at this time, and was floored at what had transpired. I let Fraser know that this was the most British thing he had ever said. PC Gaming Show editorial director Jake Tucker tried to liken it to the international popularity of British football clubs, which did not help, because Fraser also does not follow footy. Lauren pointed out that Fraser was effectively saying, "I don't see the marketing value of sports because I don't follow sports." Fraser dug in.
"I get using sports teams for marketing, but it feels niche when it's one local sports team in one country. But maybe Miami Heat is an extremely big deal all over the world. I would never know!"
I pointed out how I've seen guys in Russia wearing Chicago Bulls jerseys, to which Fraser responded that he was aware of the Bulls and has even owned merch. If there is one takeaway from this whole debacle, it is not the manifest weakening of America's global cultural hegemony. It is instead the continued dominance and recognition of America's finest city, the Windy City. The City of Big Shoulders. Chi-Town, baby. Did you know we have a pope?
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