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.