Rockstar hid their own CEO inside GTA as an Easter egg — twice!
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Rockstar hid their own CEO inside GTA as an Easter egg — twice!

The Ammu-Nation clerk named 'Sam' in GTA III and Vice City was secretly based on Sam Houser, co-founder and president of Rockstar Games. Rockstar confirmed the resemblance in an official Q&A, and the character's internal file name is literally 'sam'. He even got a statue holding a baseball bat in GTA: San Andreas.

Source: Sam — CC BY-SA

The full story

Sam behind the Ammu-Nation counter in GTA III, the clerk secretly based on Rockstar co-founder Sam Houser.
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Sam behind the Ammu-Nation counter in GTA III, the clerk secretly based on Rockstar co-founder Sam Houser.

Sam in Vice City, still grinding at Ammu-Nation with that unmistakable Houser energy.
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Sam in Vice City, still grinding at Ammu-Nation with that unmistakable Houser energy.

Sam wielding a shotgun in GTA III — clerk by day, armed legend by file name.
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Sam wielding a shotgun in GTA III — clerk by day, armed legend by file name.

The Definitive Edition glow-up for Sam in GTA III, same 'sam' file, shinier polygons.
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The Definitive Edition glow-up for Sam in GTA III, same 'sam' file, shinier polygons.

Sam packing a Mac 10 in Vice City, because Ammu-Nation clerks practice what they preach.
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Sam packing a Mac 10 in Vice City, because Ammu-Nation clerks practice what they preach.

Sam dual-wielding an Uzi in Vice City, peak Rockstar attention to absurd detail.
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Sam dual-wielding an Uzi in Vice City, peak Rockstar attention to absurd detail.

Sam holding the Python in Vice City, big gun for the guy with the internal file name 'sam'.
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Sam holding the Python in Vice City, big gun for the guy with the internal file name 'sam'.

Definitive Edition Sam in Vice City, remastered and still secretly the boss of Rockstar.
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Definitive Edition Sam in Vice City, remastered and still secretly the boss of Rockstar.

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