WWE has abandoned plans to trademark the term ‘Vice City,’ a move that now looks like an attempt to claim a name Rockstar Games has owned for over two decades. The wrestling company’s initial application was made on August 8; just over a month later, on September 21, the filing was deemed “dead.”
The move was almost certainly tied to Lola Vice, a WWE wrestler who has recently been promoted to the main roster. Lola’s in-ring name and her connection to Miami, Florida — the real-life location where GTA’s Vice City is set — both suggest the trademark was meant to lean into her character.
The Lola Vice Angle
Lola Vice is a wrestler whose name and persona draw directly on the GTA series. The fact that she is from Miami, the real-life counterpart to GTA’s Vice City, makes the connection clear. It is not just her in-ring name; it is the whole package that points to this being the reason WWE pursued the trademark.
The timing fits too. Lola has been pushed to the main roster in recent months, and a trademark for ‘Vice City’ would have given the brand a way to tie her character to the GTA universe. WWE has a history of using pop culture references to build its roster, and the GTA series is one of the biggest names in gaming.
What Happened With The Filing
The trademark application was filed on August 8. Just over a month later, on September 21, it was deemed “dead.” The filing was abandoned. We do not know the exact reasons, but the sequence is telling.
WWE put in the work, filed the paperwork, and then pulled back. The question is why. The simplest answer is that Rockstar Games pushed back, and WWE realised the fight was not worth having.
Rockstar’s Response
It is not hard to imagine Rockstar pushing back. Vice City is the name of the PS2 classic GTA Vice City, and it is also the setting for the upcoming GTA 6. Rockstar has used the name for over two decades, and it is central to the history of the series.
The studio has been aggressive about protecting its intellectual property. A trademark for ‘Vice City’ by WWE would have been a direct challenge.
The Welcome To Vice City Signage
The extent to which Rockstar is reminding people of this can be seen in real-life Miami. The studio has spent nearly $1 million on ‘Welcome to Vice City’ signage. The move is a physical statement of ownership.
For Rockstar, the message is simple: this name is ours.
Backyard Wrestling In GTA 6
It is worth noting that WWE’s attempt at a trademark is not the only thing tying the two companies together. GTA 6 is set to feature backyard wrestling as one of its many activities, and a nod to John Cena’s Attitude Adjustment finisher has already been spotted in the recent extended look at the game.
The game is packed with Easter eggs and references, and GTA 6 is no exception. The inclusion of backyard wrestling is a natural fit for a game that already satirises organised sports.
The NBA’s Reaction
The GTA 6 launch is already shaping the world of sports and entertainment. NBA star Steven Adams has claimed that he expects the game’s launch to lead to a “league-wide” drop in performance for basketball players and coaches.
That is a bold claim, and it speaks to the cultural weight of the GTA series. GTA 6 is set to take over the world when it launches on November 19, and the sports world is not unaffected by it.
A Busy Week For Rockstar
It has been a busy week for Rockstar. The developer has taken down footage of scrapped GTA 5 DLC and removed an early version of a leaked GTA 6 map, and it has outlined its new modding policy. The studio is preparing for the launch.
The new modding policy is a direct response to the question of whether players can run GTA 6 servers. Rockstar’s answer appears to be no.
What This Means For Lola
The trademark was abandoned, and the question of whether WWE will use the name again is open. Lola Vice remains a main roster wrestler, and her connection to Miami is not going away. But the name ‘Vice City’ is now off the table.
WWE may find another way to tie her to the GTA universe, or it may move on. The WWE’s attempt to trademark ‘Vice City’ looks increasingly like a doomed quest, a wrestling company trying to claim a name that belongs to a very different kind of ring.
The move will be remembered as a cautionary tale. Rockstar has shown that it is willing to fight for its name, and WWE has learned that lesson the hard way.
Key Facts Box
- Trademark application: filed August 8
- Filing deemed “dead”: September 21
- GTA 6 launch: November 19
- Signage cost: nearly $1 million
- Related activities: backyard wrestling, John Cena’s Attitude Adjustment finisher
- Related claims: Steven Adams expects “league-wide” drop in performance
The trademark was abandoned, and the question of whether WWE will use the name again is open. Lola Vice remains a main roster wrestler, and her connection to Miami is not going away. But the name ‘Vice City’ is now off the table.
WWE may find another way to tie her to the GTA universe, or it may move on. The WWE’s attempt to trademark ‘Vice City’ looks increasingly like a doomed quest, a wrestling company trying to claim a name that belongs to a very different kind of ring.
Source material: “‘Vice City’ Trademark Abandoned by WWE ahead of GTA 6 launch,” IGN.
Get the Notebook.
The day's best stories and every fresh verdict, in plain English, in your inbox by seven. One email a day, no more.