The Ballad of Gay Tony follows the exploits of a new protagonist, Luis Fernando Lopez, a recent member of the Dominican drug dealers and the personal bodyguard of Anthony Prince - the eponymous "Gay Tony". Prince is the owner of the two largest nightclubs within Liberty City and is also a high-status socialite. Rockstar Games claim in their press release that this episode "injects Liberty City with an overdose of guns, glitz, and crime" and that "players will struggle with the competing loyalties of family and friends, and with the uncertainty about who is real and who is fake in a world in which everyone has a price.