Ahead of the highly anticipated launch of Grand Theft Auto VI, Rockstar Games is expanding its real-world marketing presence in Miami by bringing the fictional Burger Shot fast-food restaurant to life. The iconic in-game eatery will be available at the Kaseya Center, the home arena of the NBA's Miami Heat.
Images shared by fans on X indicate that the restaurant within the Kaseya Center has been rebranded as Burger Shot, complete with "Macca & Friends" and Vice City posters. While it remains unclear if the actual menu will mirror the exaggeratedly unhealthy offerings found in the GTA universe—such as the infamous "Heartstopper" with its multiple patties—the thematic integration is a notable marketing effort.
This initiative is part of Rockstar's broader strategy to immerse fans in the world of GTA 6. Leaks suggest that popular in-game beer brands may also be sold at Miami establishments. Furthermore, the Kaseya Center will host a special Miami Heat game on November 18, where the team will adopt a "Vice City Heat" theme, featuring new jerseys and a custom-themed court.
Rockstar's marketing campaign in Miami has included a large "Welcome to Vice City" neon sign atop the Kaseya Center and sightings of GTA-branded sports cars accompanied by camera crews, hinting at elaborate live-action advertisements.
Grand Theft Auto VI is scheduled to release on November 19 for PlayStation 5 and Xbox Series X|S, with a PC version anticipated in early 2025.