Over the weekend, James Fishback was filmed telling a crowd that Florida “needs a governor who can do a little carjacking in GTA,” before promising a 24-hour Grand Theft Auto VI marathon “in the governor’s mansion” if he wins. He even invited “the top students” from public schools to come over and play GTA 6 with him, which definitely isn't a way to win over younger audiences, even more so older voters.
The unusual campaign trail moment happened during a recent speaking engagement where Fishback told his audience that Florida needs leadership that understands modern culture.
If this sounds like a throwaway bit designed to go viral, that’s because it did. It immediately started doing numbers on social media. But here's where things get interesting and perhaps revealing about the candidate's actual chances.
James Fishback, a 31-year-old investment firm CEO running for governor, himself admitted during the same event that he probably won't still be governor by the time the game actually releases, even if he wins the election.
It's worth noting that Rockstar Games has already delayed GTA 6 twice. Initially announced for fall 2025, it was pushed to May 2026, then to its current release date of November 19, 2026. It's still unclear if the latest date will hold, given the developer's history of pushing back major releases
For Fishback, who co-founded investment management firm Azoria Partners just three years ago, this gaming-focused campaign strategy represents an attempt to distinguish himself from the race's clear frontrunner, Representative Byron Donalds. Current polling shows Donalds commanding between 29% and 45% of the Republican primary vote, while Fishback struggles at just 1% to 3%. Some polls don't even bother acknowledging his candidacy.
Choosing GTA 6 is deliberate if not devious. The upcoming title is set in Leonida, a fictional version of Florida, with the game's main city, Vice City, a reimagined Miami. This local connection gives Fishback a topical talking point, even if his chances of actually implementing his promise remain slim.
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During his campaign appearance, Fishback revealed he grew up playing an earlier entry in the series, Grand Theft Auto: San Andreas, though he would have been just nine years old when that game was released in 2004. He described it as a "very interesting game," while carefully noting that he doesn't condone all the activities depicted in Grand Theft Auto, unlike a particularly politically inclined billionaire we shall not name.
His campaign continues toward the August 18 Republican primary, where he faces an uphill battle against better-funded and more established candidates. The general election is scheduled for November 3, just two weeks before the game's current release date.
As for the rest of the video game industry, everyone will get their next update on February 3, when publisher Take-Two Interactive releases its quarterly financial report.
