Introduction Once in a while an important game is released by any major studio. One of those games that can change our view of what games are supposed to be and their role in our life (Frasca, www.gamestudies.org). The Grand Theft Auto series has been labeled one of Liberty City’s best jobs since its release. In this essay I do not intend to make a technical evaluation of the videogame but instead make a critical semiotic of consumption reading of this videogame. My thesis here is that videogames and this game in particular, serve brand marketing by advertising different businesses and brands within the game. All of this is possible because of our narrative about the role of the individual inside the consumer society. Let me explain briefly what I mean by this. Since after World War II, consumer-based attitude has become the motor of our economic development. This requires an individual devotion to consuming goods and services that are offered by different companies in the market. Branding is the “name”, the “most recognizable feature” of a specific company or corporation in the market. Companies create branding in order to associate their products with it. This way branding helps the company to keep a considerable “piece” of the market and reduce competition (Oswald, 3). But branding is entirely relied on our narrative, vision, of the individual’s role in the society as a “consuming machine” that identifies with the products the individual consumes (Marcuse 16). This is done because is believed that happiness and “good life” can be achieved only by means of consuming (Marcuse 17). Here is where our videogame fits in. There have been several researches and books written about the effect of the traditional media over the individual. Lots of pages have been written on how newspaper, radio and television influences on the life of every one of us. But video gaming is a new kind of media also (Miller, www.gamestudies.org). it is a new way of communicating with the audience and influencing on their decision over products while they are entertaining themselves playing the game. Main body I was riding my BMX bicycle this morning but it was not very comfortable in a big city like Los Santos / Los Angeles and its beach side. It was a very pleasing ride seeing all of the beauty “mother nature” has given to this part of the city. The ocean, the beach… it is wonderful. When I play the game it seems to me like being physically there. So the next idea is why don’t I get there? What a wonderful place to visit. Those fancy restaurants and bars seem nice places to visit when going there. And this is only the initial part of the game. In only a few seconds you have a glimpse of the natural beauty of the place that is being narrated and all of the consuming based service industry, the bars and restaurants, related to that area. One notices that there is a detailed graphic representation of the bars and restaurants. You can notice even the signboards with the names of the businesses and the menus they offer. Why in the world should they be visible in a videogame which, at least officially, does not have as its purpose the advertising of these businesses? As Oswald shows us in her study over “Semiotics and Brand Management”, even