Rockstar Turns Miami Into Vice City Ahead of GTA 6 Launch

Rockstar Games has brought Grand Theft Auto 6 marketing into the real world, turning parts of Miami into Vice City ahead of the game's November 19 release. According to gamerant.com, a large illuminated "Welcome to Vice City" sign now sits atop the Kaseya Center arena.

The campaign spreads across the city. Rockstar branding appears on buses, taxis, beach umbrellas, digital displays, a blimp and boats advertising the fictional Vault Nightclub. Real cars have been styled as GTA vehicles, including a Corvette dressed as a Coquette and a Lamborghini carrying Vice Beach Police livery.

Inside the Kaseya Center, the fictional fast-food chains Burger Shot and Cluckin' Bell have been turned into real food stands, complete with branded packaging and uniforms. In-game brands including Weazel News, Chamber 106.6, Fruit, Coil, eCola, Big Chug and Pißwasser have also appeared across Miami.

Miami Heat tie-in set for November 18

The Miami Heat will hold an "A Night in Vice City" event on November 18, featuring a custom court and reimagined uniforms, a day before the game launches. Miami officials also approved additional large promotional banners, with some permit revenue reportedly going to a local trail.

The first GTA 6 trailer became a cultural event in December 2023, followed by a long silence before more of the game was shown. Take-Two Interactive has described pre-orders as "unprecedented and astonishing" without giving a number. Claims about the game's multi-billion-dollar development and marketing budget remain unverified, and Rockstar and Take-Two have never disclosed a final budget.